Tour operator to link up with Des and Mel ITV show

January 15, 2004

How long?

1 minute

Tour operator to link up with Des and Mel ITV show

James Villa Holidays is to sponsor ITV1's Today With Des and Mel for 16 weeks from January 19, following a breakdown in negotiations with Ken Hom's oriental food range, which had been expected to continue its sponsorship.

Ken Hom has sponsored the daytime chat show, hosted by Des O'Connor and Melanie Sykes, since it returned to ITV's daily schedule last September.

The show won the Royal Television Society Award for best daytime programme last March.

James Villa Holidays, the independent tour operator, will use the sponsorship to supplement its DRTV work. The £450,000 deal, negotiated by ARM Direct with Carlton, includes eight break bumpers during each show.

James Villa Holidays managing director Darren Needham said it had identified a close fit between its upmarket villa holidays and the Des and Mel audience.

He added that he expects the sponsorship to significantly raise awareness.

Topics

Marketing