Holiday price comparison site Icelolly.com has become headline sponsor of the national Celebrity Mum of the Year Awards plus official holiday prize partner for Ant & Dec’s Saturday Night Takeaway.
The company aims to capitalise on the audience appeal of both to boost its brand awareness and attract new users.
The 14th annual Celebrity Mum of the Year campaign will be enhanced by the website’s multi-platform marketing drive to promote the awards.
The first stage of this publicly voted-for award involves open nominations via the Icelolly.com website, allowing consumers to nominate any celebrity mother they want to be considered for the shortlist. From this, a shortlist of ten will be compiled and the second stage of voting will commence with the public being asked to vote for the celebrity mum they feel is most deserving of the title.
The winning Celebrity Mum of the Year 2015 will be announced in the lead up to Mother’s Day. Previous winners include Michelle Heaton (2014), Emma Bunton (2013), Katie Price (2012) and Holly Willoughby (2010).
Running in tandem, Icelolly.com is offering 50 fifty winners a holiday to New York as part of Ant & Dec’s Saturday Night Takeaway which runs on Saturday nights until April 4.
Chief marketing officer Ross Matthews said: “Celebrity Mum of the Year is a great fit for Icelolly and we’ll be using it as a platform to celebrate all UK mums in the run up to Mothers’ Day.
“All mums need a bit of recognition every now and then, even those out of the spotlight, so we’ve decided to also look for the real-life mum out there who goes above and beyond the call of duty for her entourage.”
The campaign will run across our digital and social channels as well as via PR. We hope to make it the biggest and most successful year yet.”