Travelbag returned to be the official Prize Provider for 2024’s I’m A Celebrity Get Me Out Of Here. This year, we created the biggest giveaway on the show to date with a £100,000 cash and a fantastic multi-centre trip to Australia up for grabs. The competition performed exceptionally well for ITV with a 50% uplift in competition entries compared to the previous year. We believe the rise in entries were driven by multiple factors including a tenth solicit in the main show, live links from the jungle of Ant & Dec introducing the competition, inclusion in over 75% of I’m A Celebrity: Unpacked show on ITV2 (repeats on ITV1) and two versions of the competition VT with standout b-roll of the trip. Ant and Dec’s infamous voice-over and placement of the VT within the editorial also provided Travelbag with positive brand association. Travelbag are a first class example of how to maximise their Prize Provider status with such an iconic show beyond the screen with various BTL activity, injecting fun and character into the campaign!
Competition Dates & Viewing Figures
Friday 6th November - Thursday 19th December 2024
Broadcast Audience
Series 24 launched with 10.8m viewers making it the biggest entertainment show of 2024. The final had the biggest overnight audience of the series, for only the 2nd time in a decade, reflecting how the show continues to draw in a sizable audience year after year. The show had its best ever performance on ITVX getting over 80million streams, up on last year by 22%. For the 3 weeks it was on air ITVX didn’t drop below 10 million streams a day.
Digital
Competition hosted on itv.com/win
Click through to a bespoke page via travelbag.co.uk
Firstname, lastname and email requested as opt-in
ITV Win Additional Support
Bespoke Instagram Story from ex-campmate Tony Bellew promoting the launch on the competition
ITV Win put £19k behind paid social delivering 2.3m impressionsOrganic social delivered a 5.76% engagement rate
The IAC team also supported with an Instagram story and placement within the IAC app
Pause Ads across IAC on ITVX served up over 1m impressions (the competition is promoted when a viewer pauses the show on ITVX)
“Working with Travelbag for a second year in a row allowed both brands to build on 2023’s success and create an even more compelling prize package. The increase in engagement from viewers proved that cash and a multi-centre trip to Australia including premium economy flights is hitting the right mark with the IAC audience. Travelbag are a great example of how to maximise their ITV Win Prize Provider status with social activity, staff engagement and authentic use of the ITV Win assets and we really look forward to building on the collaboration further in 2025.”
— Georgina Monelle, Prize Manager, ITV
