The Ideal Home Show at Christmas is forming a brand partnership with ITV’s Dancing on Ice to create a pop-up ice rink at this year’s event.
Organisers Media 10 said the rink will be the centrepiece of this year’s show, running from 14 to 18 November at Earls Court.
It will feature daily performances by the show’s pro-skaters and their celebrity partners from previous series. Visitors will also be able to take to the ice themselves in a series of public sessions each day.
This is the third year the two media outfits have teamed up to create live content at Ideal Home Show events.
The re-launched Ideal Home Show Spring saw the retro-fit of the iconic No 1 Coronation Street, followed by Alan Titchmarsh’s ‘Love your Garden’ feature at this year’s March show.
“We have built a great relationship with ITV over the past three years, creating some fantastic original content that offers visitors a really exciting experience while providing us with a platform to reach out and attract new audiences,” said Media 10 group marketing director Rob Nathan.
“We are delighted to be bringing this exciting and universally appealing show to our visitors with our partner ITV, and look forward to continuing to build further co-branded content with ITV in a similar way.”
Corine Sellers, director of UK Licensing at ITV, said the partnership will create a unique brand experience.
“This latest partnership demonstrates ITV’s commitment to extend traditional methods of brand building on TV and develop our creative partnerships, with a real focus on expanding engagement with our programme brands.”
Media 10 claimed the inaugural Ideal Home Show at Christmas was the UK’s biggest consumer launch after attracting 84,000 visitors in 2011.
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