UK holiday giant Hoseasons made its first foray into TV branded entertainment on 16th May at 9pm with the launch of a new original 5-part series on More4.
Best of Britain by the Sea
The Big Idea
The self-catering staycation specialist is undertaking its first Branded Entertainment campaign after agreeing to partly fund Best of British By the Sea (working title) – an original five-part series for More4 that will see Britain’s best-loved foodies, Ainsley Harriott and Grace Dent, explore some of the best seaside holiday destinations – and dishes that the British Isles have to offer.
As well as enabling Hoseasons to showcase the quality and range of its luxury lodge, cottage, park and boating portfolio, the deal will also see the brand featured extensively across the show’s advertising, both on air and across digital channels – something the company hopes will help to ‘sell’ the joys of the self-catering staycation to a wider audience.
Marianna Helmer-Gregersen, European Brand Director at Awaze – the parent company of Hoseasons – says programme sponsorship was the logical next step following the brand’s largest ever investment in TV advertising last year with its Relive the Good Times campaign.
South Devon, the Isle of Wight, Carmarthenshire, Aberdeenshire and Norwich and Great Yarmouth all feature during the series with Grace and Ainsley staying at a different Hoseasons accommodation each episode while cooking for each other; exploring local areas and experiencing hidden culinary hotspots.
News of Hoseasons’ involvement in the show, comes at a time when direct bookings for the brand are up 11% compared to where they were at the same point in 2019 – a clear sign the staycation is here to stay, despite the easing of foreign travel restrictions in the wake of Covid.
“The staycation has never been more popular and bookings remain strong for the year ahead, but it’s clear we need to consider all elements of the channel mix to maintain our market-leading status and stay ahead of the pack. We’re delighted to be working with Grace, Ainsley, Blink Films and Channel 4 on this series and hope to increase brand awareness, drive consideration and encourage brand reappraisal as a direct result.” - Marianna Helmer-Gregersen, European Brand Director at Awaze
Making it Happen
Secondary sponsorship for the Norwich and Great Yarmouth, Isle of Wight, Carmarthenshire, and Aberdeenshire episodes of the show is being provided by their respective tourist boards, county and borough councils and associated funding projects.
Dan Chambers, Creative Director Blink Films says: “There are so many great treats to be found around the British coast. After watching this series, you just won’t want to holiday anywhere else!”
The series has been commissioned for Channel 4 by Deborah Dunnett with Katherine Marlow, C4’s Branded Entertainment Controller and brokered by Eleanor Cable at the 7stars agency. Martha Swales is the Series Producer, and Will Knott and Dan Chambers are Executive Producers for Blink Films. The series is being distributed by Beyond Rights.
