LateRooms.com today announces its official sponsorship of Channel 4’s travel programming for 2014, including popular programmes Four In A Bed, Coach Trip and A Place In The Sun. The sponsorship deal will commence at the end of January and the online hotel booking specialist will sponsor travel content across all Channel 4 outlets, including Channel 4, More4, 4seven and 4oD.

LateRooms.com have appointed Karmarama as their creative agency to create a series of unique idents, visualising enticing hotel room scenes ‘popping-up’ out of a LateRooms.com storybook. The sponsorship deal will see the creative run on 15 second openers, 5 second inter-breaks and 10 second closers on Channel 4’s popular travel shows: Four in A Bed, Coach Trip, and A Place In The Sun. The sponsorship will also extend to hotly anticipated new shows, The French Collection, which will see antique hunters hop across the channel to hunt for bargains, and Tim & Pru’s Canals, following TV legend Prunella Scales and her husband on their narrowboat adventures around the UK. The deal was negotiated by MediaCom, LateRooms.com’s media planning and buying agency.

Lynda Matthews, Head of Marketing at LateRooms.com said: “To be sponsoring all of Channel 4’s diverse travel programmes is a great showcase for LateRooms.com, and cements us as a source of inspiration for hotel-lovers as they watch both their favourite programmes, and some exciting new offerings for 2014. We look forward to Channel 4 viewers exploring our extensive range of accommodation and providing a source of inspiration for their 2014breaks.”

Commenting on the deal, Rupinder Downie, Partnership Controller, Sponsorship at Channel 4 said: “We know our viewers love all aspects of travel. LateRooms.com is a great fit with our brand, complementing our established popular travel shows, as well as some brand new travel series coming soon.”

Jordan Taylor, Sponsorships Manager at MediaCom added: “We’re really excited to launch this sponsorship with brand new creative and to complement Channel 4’s travel programming in this way. We believe that the strand of programming perfectly fits the LateRooms.com ethos and target audience, and feel that the sponsorship will connect with LateRooms.com’s customers at a time when they are thinking of booking an inspirational short break.”

The 2014 sponsorship is part of a wider advertising campaign for LateRooms.com which will include digital OOH, press, taxi advertising and digital displayactivity from the start of February.