Holiday operator Thomas Cook is sponsoring ITV2's showcase reality
adventure series, The Race.
The sponsorship began last week and includes new media extensions on the
ITV2 website as well as more traditional ten-second branded intro and
outro credits and five-second break- bumpers.
The Race is one of the most ambitious ITV2 commissions ever and charts
the progress of four pairs of contestants as they attempt to win £50,000 by travelling around the world with limited resources. The eight
people were shortlisted from 30,000 who applied to go on the show.
Hosted by ex-Boyzone member Keith Duffy, the series launched last month
on both ITV1 and ITV2. It was supported by a £1.5m advertising
campaign.
Granada Enterprises ITV2 sales director Paul Masterson negotiated the
deal, which is worth an undisclosed amount, with BLM Media's director of
trading, Pedro Avery.
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