Tui teams up with Married At First Sight UK

The strategic partnership provides the leading package holiday provider a unique opportunity to connect with a committed and engaged Married at First Sight UK audience.

TUI will be featured on the hit reality show on E4 and Channel 4 streaming, and across E4 and the show’s own social channels, as well as MAFS UK content on Channel 4’s YouTube.

Specially produced idents were created in location at the TUI BLUE Meltemiin in Santorini by long-term creative partners Leo Burnett UK and will shine a spotlight on the excitement, uncertainty and trepidation of that all-important first couples’ holiday, which for many can be make-or-break time.

TUI UK&I Director of Brand & Content Sara Ali said “MAFs is one of the most talked about shows on TV, and aligning with a programme that celebrates new beginnings and adventurous journeys is a perfect brand fit. “The partnership will connect us with a dedicated fanbase in a culturally relevant way through light-hearted, relatable content that enhances the on-screen story telling.  Who doesn’t remember the butterflies of that first romantic getaway? We can’t wait for the first episode to air."

Content solutions Leader at Channel 4 Rupinder Downie said: “TUI is MAFS UK’s perfect partner – with both properties offering viewers an escape from the everyday. This deal sees TUI sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors.”

The deal was set up by the Channel 4 Sales content solutions team and brokered by EssenceMediacom. The new series of Married at First Sight UK produced by CPL Productions, a Red Arrow Studios company, premieres on E4 and Channel 4 streaming later this summer.