ITV, Lime Pictures and the7stars has announced the signing of a product placement deal with The only Way is Essex, which will see the cast of TOWIE attend Ministry of Sound’s launch party for their upcoming album, ‘Marbella Sessions’.
The Only Way is Marbs follows the cast of The Only Way Is Essex in two special episodes filmed in Spain, and will see music and branding from the album appear on screen as part of the deal.
Alice Schofield, head of compilations at Ministry of Sound, said: “We have seen a clear reaction to our adverts being aired during The Only Way is Essex and with the increase in multi-screen viewing habits it felt like the right time to develop our marketing strategy with a more integrated advertising campaign.”
Katherine Marlow, branded content manager at ITV, said: “Marbella Sessions is a great, natural brand fit for The Only Way Is Marbs and we look forward to activating the partnership both on and off air.”
Airing on 2 and 5 June, the partnership will be supported by a licensing agreement and social media activity, as well as an on-air and digital advertising campaign.
Rhiannon Murphy, head of TV at the7stars, added: “It is vital that we continue to innovate and build deeper relationships with consumers. The Only Way is Marbs and Marbella Sessions are a natural fit with a clear synergy between the album, its target audience and viewers of the show. This partnership has allowed us to be truly integrated, ensuring Ministry of Sound remains front of mind during the summer months.”