Media 10, in partnership with the Ideal Home Show, has signed three-year media partnership deal with ITV. It aims to introduce the 116-year-old show to new audiences, and help grow the event.
The show, which is Britain’s longest-running live event, attracts 200,000 visitors annually and allows them to discover the latest trends for the home, garden, food, drink and lifestyle.
The partnership includes a new TV advertising campaign for the UK’s largest homes exhibition, to be aired exclusively by the broadcaster.
ITV will create a custom exhibition stand and talent hub as part of the 18 day exhibition at Olympia London. The stand will offer a place where attendees can interact with its growing division of live event brand extensions as part of its ‘More Than TV’ strategy, which includes tours of the Coronation Street and Emmerdale sets, and its Ninja Warrior Adventure Parks and Daytime Studios at Television Centre in London.
The CEO for Media 10, Lee Newton, said: “We are extremely excited by the opportunity to bring our brands together and leverage their strength’s to mutual benefit. Our audiences share common interests and this partnership will allow us to give them an unrivalled interactive shopping and learning experience with direct access to their favourite ITV shows.”
The controller of live (gaming, licensing and merchandising) for ITV, James Penfold, added: “Building on previous successes and the strength of our partnership with Media 10, our new Ideal Home Show activation allows us to connect a new, captive audience with a myriad of unparalleled, big name brand experiences from the ITV family.”
To read the full interview with both Media 10 and ITV about the deal, click here to subscribe to Exhibition News.