POP Campaign Will Project Hit TV Show

UK point of purchase (POP) producer Bezier will be involved in jungle fever when the popular TV show 'I'm A Celebrity Get Me Out Of Here!' sponsor First Choice brings the show to life in-store.

UK point of purchase (POP) producer Bezier will be involved in jungle fever when the popular TV show 'I'm A Celebrity?Get Me Out Of Here! sponsor First Choice brings the show to life in-store.

First Choice will be giving its chain of more than 300 Travel Shops and Holiday Hypermarkets a jungle-themed makeover with window foliage, in-store vines and windows which are literally watching the shoppers.

POP print will imaginatively incorporate the characters featured in the shows advertising bumpers.

These include the tree frog family, who represent First Choices Holiday Villages; the Ostrich couple who signify 'long haul' and The Love Birds, who just want to get away on a cruise.

The characters were developed for series three of the programme and are back by popular demand with 91 per cent of clients saying they really liked them and 68 per cent saying they made them smile or laugh.

The characters will appear as cut-outs in the windows, as well as on giant posters, on on-shelf wobblers, as 'vine-shaped' stripping suspended from the ceilings, on colouring sheets and even childrens masks.

Shop windows will be also sport lenticular 'googlie' eyes, which appear to open, close and follow people around.

Sam Turnbull, UK marketing director of First Choice, said: "We are absolutely delighted to be involved once more in 'Im A Celebrity?Get Me Out Of Here!'.

Customers start to think about summer holidays around Christmas and we believe that the sponsorship will raise pre-Christmas awareness so ensuring First Choice is at the forefront of their mind when they come to book." In-store media for the campaign was created by retail media specialist bezier with graphics by Gratterpalm.

Gary Knights, managing director at Bezier Poole, said: "What might be called 'retailtainment' is becoming increasingly popular in in-store advertising with retailers aiming to differentiate themselves by giving customers a unique shopping experience that reflects the brands personality and values.

This campaign at First Choice does this perfectly transferring the brand values shared with the show in to store for a fun, lively campaign that links closely to the products and services First Choice offers.".

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