Feature
M
Ideal deal
with ITV
EN editor Saul Leese
takes a look at the latest
live event deal between
Media 10 (Ideal Home
Show) and ITV
edia 10 has taken its Live TV
marketing to another level
announcing an exclusive, three-year
deal with ITV.
The company has a strong existing
relationship with the broadcaster
having worked on a number of live
events including; This Morning Live,
Loose Women Late and Love Island
Live. Now Media 10 has done a deal,
which couldn’t happen at a better time
for Ideal Home Show (IHS).
IHS, Britain’s biggest B2C event,
has been going for 110 years and
Media 10 acquired the event 10 years
ago. The event’s first major deal was
building and showcasing full-sized
houses deigned by Prince Charles, a
collaboration that would eventually lead
to the company hosting The Queen’s
Coronation Festival in her back garden
at Buckingham Palace.
The deal with ITV will add renewed
vigour to the IHS brand, but this
wasn’t the first time the company
went banging at ITV’s door. Media 10
MD Lee Newton said: “When we first
acquired the event, we went straight
to ITV and suggested that the Ideal
Home Show brand and content is very
much aligned with the content that
we see across many ITV shows. They
agreed but they were not in the right
place to take advantage of this, however
over that period we have worked with
ITV on a number of different projects
(This Morning Live, Love Island etc)
and found that we both share the same
passion for customer satisfaction and
brand loyalty by entertaining, educating
and informing our much loved visitors
and viewers. We both feel there is a
natural fit and that allows us to cross
into each other’s medium.”
Why ITV chose Media 10
ITV controller of Live James Penfold
recognises the opportunities of
extending his brands physically reach
their audience. He said: “We have a long
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