Thomas Cook is to sponsor the new ITV1 game show hosted by Chris Tarrant called The Colour of Money.
Thomas Cook will use the deal to promote its Foreign Exchange proposition. The Colour of Money is set to debut on Saturday (21 February) and run for eight weeks.
The travel company will see its Foreign Exchange brand featured in 80 seconds worth of break bumper activity each episode, idents and online. Thomas Cook will have a major presence on the linked website.
The deal was brokered for Thomas Cook by media agency Arena BLM.
Thomas Cook is currently talking to advertising agencies about a marketing project and a decision is expected soon. Thomas Cook’s marketing is currently being overseen by brand and innovation director Michael Johnson, as first revealed by Marketing Week.
He was recently recruited by group strategy director Angus Porter whom he has worked with at other companies.