RSS FeedThomas Cook Sponsors Tarrant’s New ITV Gameshow
Travel group Thomas Cook was unveiled as the sponsor of Chris Tarrant’s latest gameshow this week. Debuting for ITV on Saturday February 21st, The Colour of Money has attracted a lot of attention because of ITV’s hope that it will develop into a Who Wants To Be A Millionaire-style hit.
The gameshow, which runs for eight weeks, follows on from shows like Channel 4’s Deal Or No Deal - where the entertainment value is all about suspense rather than the skill of the contestants. Participants try to win money from studio-based cash machines - which deliver large random sums of money. But get too greedy and you lose it all.
Thomas Cook wants to use the link up to promote its foreign exchange business, according to Pippa Glucklich - managing director of Thomas Cook media agency Arena BLM. She said The Colour of Money concept and audience “is a perfect fit for Thomas Cook Foreign Exchange. With TV representing such great value at the moment, it suited the company’s strategic marketing approach for 2009.”
In separate deals, ITV also announced that Uncle Ben’s will sponsor a range of cookery shows including Taste Of The Nation. Standard Life, meanwhile, will sponsor travel show Billy Connolly: Journey to the Edge of the World.
