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standing relationship with Media 10,
having delivered multiple collaborations
over the last few years including This
Morning Live, Loose Women Late
and Love Island Live; there’s a natural
fit and together we’ve leveraged our
strengths and been able to curate and
execute a series of hugely successful
events. There was never a question
over if there’d be another partnership,
it was just a case of when. The media
partnership deal with Ideal Home Show
now opens up new opportunities for
brand activation and fresh, engaging
content opportunities for our collective
and aligned audiences to consume
during the 18-day run.”
Media 10 are past masters of turning
TV brands into events. Grand Designs
Live is an excellent example of this
with the brand in London, Birmingham
and cloned internationally for South
Africa and Australia. More recently
the company has boldly gone where
no event business has dared go before
producing a series of international Star
Trek events. Their most recent deal saw
them going after Gen Z and Millennials
with a Love Island deal.
Newton adds: “Love Island Live was
very much a response to the amazingly
successful TV programme and its
uniquely dedicated fan base, it was
obvious to both us and ITV that fans
that religiously watched the TV show
would appreciate a live extension to
that, immediately after the programme
celebrities touched down in the UK.
However, this event is very different to
our partnership between ITV and the
Ideal Home Show as it was a typical
‘Fan-Fest’ allowing the TV viewer to
meet their much loved reality TV stars
in the flesh, which has very different
mechanisms to the long-running Ideal
Home Show.”
Penfold explains that ITV is hellbent
on developing live events. He adds: “The
idea to breathe life beyond what you see
on the screen is not a new phenomenon
for us. Over the last decade we’ve
built a portfolio of trail-blazing live
experiences and events (Coronation
30 — December
Coronation Street at Ideal Home Show
Street The Tour, Emmerdale Village
Tour, ITV Daytime Studios Tour, Ninja
Warrior Adventure Parks, Ant & Dec’s
Saturday Night Takeaway on Tour to
name but a few); some of which we
meticulously select complementary
partners for, some we operate and run
in-house from our ever-growing brand
extension team.”
Media 10 are notorious for delivering
exceptional events, so it was a no-
brainer to team up on a series of ITV
big brand consumer events a number of
years back. Live brand experiences have
just become ingrained in what we do at
ITV and all now feeds in to our ‘More
Than TV’ strategy.”
How does the deal work?
ITV will run a series of adverts airing
exclusively on ITV backed up by an
extensive social media campaign. The
broadcaster will also have a space at the
show to promote competitions and an
interactive and talent hub promoting
their ITV Tours business. Media 10 will
host a number of the ITV celebrities,
running celebrity-based restaurants,
workshops, catwalk shows, educational
and advice programmes, wine tasting,
food tasting, garden and DIY advice,
as well potentially recreate some of
the famous ITV shows. Plus, they will
be recreating some fantastic photo
opportunities of famous TV show sets
and experiences. EN
“There was never a
question over if there’d
be another partnership, it
was just a case of when”