HOSEASONS will underline its commitment to the promotion of UK holidays this spring with the sponsorship of a major new Channel 4 entertainment show.
The self-catering staycation specialist has agreed a six-figure deal with the broadcaster to help fund Best of Britain By the Sea – a five-part series that will see Britain’s best-loved foodies, Ainsley Harriott and Grace Dent, explore some of the best seaside holiday destinations – and dishes – the British Isles have to offer.
South Devon, the Isle of Wight, Carmarthenshire, Aberdeenshire and Norwich and Great Yarmouth will all feature in the show with Grace and Ainsley staying at a different Hoseasons location for each episode and using it as a base to cook for each other, explore the local area and experience hidden foodie hotspots.
The first episode,which aired on May 16 showcased the wonderful Cefncilwg cottage located in Carmarthenshire. More information about this property can be found here
Paul Evans, Vice President of Portfolio at Awaze – the parent company of Hoseasons – says: “We are delighted to be working with Grace, Ainsley, Blink Films and Channel 4 on what we know is going to be the feel-good series of the spring. The staycation has never been more popular and it’s great to be doing our bit to help showcase some of the amazing places that are out there to be discovered and experienced along our fantastic shores.”
As well as enabling Hoseasons to showcase the quality and range of its luxury lodge, cottage, park and boating portfolio, the deal will also see the brand featured extensively across the show’s advertising, both on air and across digital channels – something the company hopes will help to ‘sell’ the joys of the self-catering staycation to a wider audience.
News of Hoseasons’ involvement in the show, comes at a time when direct bookings for the brand are up 11% compared to where they were at the same point in 2019 – a clear sign the staycation is here to stay, despite the easing of foreign travel restrictions in the wake of Covid.
Secondary sponsorship for the Norwich and Great Yarmouth, Isle of Wight, Carmarthenshire, and Aberdeenshire episodes of the show is being provided by their respective tourist boards, county and borough councils and associated funding projects.
Dan Chambers, Creative Director Blink Films says: “There are so many great treats to be found around the British coast. After watching this series, you just won’t want to holiday anywhere else!”
Best of British By the Sea has been commissioned for Channel 4 by Deborah Dunnett, working alongside Katherine Marlow, C4’s Branded Entertainment Controller. The Executive Producers are Will Knott and Dan Chambers, and the Series Producer is Martha Swales. The series is being distributed by Beyond Rights.
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