Jet2holidays will “target millennials” after being revealed as the official travel partner of Love Island.
The hit ITV2 show returns for a fourth series at 9pm on Monday night (June 4), which the tour operator believes will give it unparalleled access to a new generation of package travel holidaymakers.
Leeds-based Jet2holidays will run TV, digital and social media advertising campaigns to support the partnership, and launch a dedicated microsite featuring exclusive Love Island content.
Some 10 pairs of money-can’t-buy tickets to the Love Island Live final will be up for grabs throughout the series via a series of commercial competitions, as well as a holiday for two to Majorca.
“Love the summer vibe with Jet2holidays and Love Island” is the official tagline for the campaign.
Jet2holidays has filmed new adverts to support the campaign in Majorca where the Love Island villa is located.
The ads have been shot from the perspective of a friend’s camera and follow four groups’ holidays charting Jet2holidays range of holiday experiences.
Steve Heapy, chief executive of Jet2.com and Jet2holidays, said: “Love Island was one of the most popular and talked about TV shows last summer, and it looks like this summer will be no different.
“Working in partnership with such a high profile programme means we can showcase the fantastic range of holidays we have on offer for young people, so we’re delighted to be the official travel partner of Love Island.”
Claire Heys, ITV’s brand partnerships and content director, added: “Love Island is synonymous with a hot and sunny holiday so I’m delighted to welcome Jet2holidays as a show partner.”
Jet2holidays’ Majorca hotels Sol House The Studio Calvia Beach, BH Mallorca in Magaluf, Sol Wave House in Magaluf and the Iberostar Grand Portals Nous in Portals Nous were the setting for its TV ad campaign.
Jet2holidays sponsorship of Love Island is a real coup, a canny move that will not only forever tie the brand to one of the most successful reality TV shows ever, but also ensure its primetime spot before the eyes of millions of younger viewers.
On paper, it’s a match made in heaven. Jet2holidays could not wish for a show that better serves its target market, and a better vessel to sell a key destination.
TV though is a fickle business, with reality TV enjoying perhaps the most fickle audience of them all. Following the success of series three of Love Island, such a partnership will not have come cheap - and it remains to be seen whether the show’s loyal fans will return for another romp.