Talkback Thames has started recording ITV1's All Star Family Fortunes, which is being sponsored by The Mall. The sponsorship deal will put The Mall brand in front of millions of prime-time viewers, and will include events in all of its properties nationwide.
All Star Family Fortunes, hosted by Vernon Kay, sees two celebrities and their families compete for a top prize of £30,000 that goes to the charity of their choice. The first series, which launched in 2006, averaged 5.4 million viewers, peaking with 6.7 million, and included famous faces such as Chris Moyles, Gabby Logan and Fearne Cotton. The new series will start in November.
The agreement with FremantleMedia Enterprises, licensor of the Family Fortunes brand, includes an off-air package of rights which allows The Mall to mount an integrated series of in-mall promotions, merchandising, POS, experiential and local advertising activities, all under The Mall and Family Fortunes brands.
John Wringe, consultant marketing director of The Mall said: "This is an industry first for shopping centres. The fit between Family Fortunes and The Mall is perfect and we're excited about being able to leverage our brand nationally as well as integrate all of our local pre-Christmas activities with our shoppers."
But Wringe was unable to say whether The Mall's Ken Ford will swap his traditional kilt for Vernon Kay's spangly suit at this year's BCSC dinner.
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