Package travel sponsorship of a reality TV show brings travel agencies countless young new clients.
Could this be the future of travel marketing? Travel agents selling products by Jet2holidays, the package-tour wing of Jet2.com, a low-cost carrier based in northern England, have seen a “massive impact” on bookings after its sponsorship of hit reality TV show Love Island.
Popular especially among younger customers, the show in the UK has a cast of hot young singles who travel to Majorca looking for a summer of love and romance. The winning couple leave the island with £50,000 (€55,500).
The series came to an end last week, with 3.6 million viewers tuning in for the final – the largest audience in UK channel ITV2’s history.
Jet2holidays sealed a sponsorship deal to become the official travel partner of the smash-hit summer show. As part of this, it ran a series of TV ads filmed in Majorca and gave viewers a chance to win tickets to the final as well as holidays to the island.
Helen Johnson, director of Polka Dot Travel in the English Midlands, tells TTG that Love Island’s influence on her agency’s clients has been “massive”.
“We’re up year-on-year for Jet2holidays as it is, but Love Island has taken things even further. Towards the end of the show it’s been crazy.”
David McDonald, managing director of World Travel Lounge, said his business had enjoyed “double-digit growth” for Jet2holidays this summer, particularly with younger customers going to the store for the first time.
A Jet2holidays spokesperson confirmed it had seen a large rise in searches and bookings for Majorca for this summer season, winter and next summer on the back of its Love Island partnership.