Holiday price comparison website icelolly.com is to sponsor ITV’s You’ve Been Framed in 2017.
The sponsorship reflects a “significant” but unspecified investment by the Leeds-based firm.
The company will also feature in national TV advertising for the first time in with a ‘Compare. Call. Save’ campaign which breaks on Christmas Eve and runs until the end of January. Previous TV ads have been shown regionally.
The activity aims to showcase the brand to national viewing audiences of almost 40 million adults across prime time TV and catch-up services from January 2 to September.
Icelolly.com has been travel provider sponsorship of Ant & Dec’s Saturday Night Takeaway in 2015 and Bang on the Money in 2016.
Chief marketing officer Ross Matthews said: “This is a fantastic opportunity for us to get in front of our core target audience – families who are looking to get a great deal on their next holiday.
“Sponsorships have always been an important part of our marketing strategy and we’re confident that this latest move will also prove a success.
“We’re also hugely excited about our first investment in national TV advertising which will help to fuel our upward trajectory of growth.
“We believe that both campaigns speak volumes of a brand that continues to punch above its weight, and look forward to sharing even more exciting news throughout 2017.”