The Ideal Home Show exhibition has formed a media partnership with ITV to help scale the event and introduce the iconic 116-year-old show to new audiences. Britain’s longest-running live event attracts 200,000 visitors in search of the latest trends for the home, garden, food, drink and lifestyle, mirroring themes covered by many of ITV’s best-loved TV shows and watched by their masses of loyal viewers.
The partnership includes a new TV advertising campaign for the UK’s largest homes exhibition, to be aired exclusively by the broadcaster.
ITV will create a bespoke exhibition stand and talent hub as part of the 18-day exhibition at London’s Olympia, offering a touch-point for its growing division of exciting live event brand extensions as part of its ‘More Than TV’ strategy, which includes tours of the Coronation Street and Emmerdale sets and its Daytime Studios at Television Centre in London, in addition to Ninja Warrior Adventure Parks.
Lee Newton, CEO Media 10, said: “We are extremely excited by the opportunity to bring our brands together and leverage their strength’s to mutual benefit. Our audiences share common interests and this partnership will allow us to give them an unrivalled interactive shopping and learning experience with direct access to their favourite ITV shows.”
James Penfold, controller of live (gaming, licensing and merchandising) for ITV added: “Building on previous successes and the strength of our partnership with Media 10, our new Ideal Home Show activation allows us to connect a new, captive audience with a myriad of unparalleled, big name brand experiences from the ITV family.”