Trivago, the hotel search comparison specialist, is currently sponsoring Channel 4’s hit coming-of-age comedy, Derry Girls, for its second series.
Created and written by Lisa McGee, Derry Girls candidly follows the lives of five teenagers as they navigate life in Derry during The Troubles.
Series one of Derry Girls was the most watched series in Northern Ireland since modern records began in 2002 and won both Best Comedy and Best Writer at the 2018 IFTA Gala Television Awards as well as the 2018 Radio Times Comedy Champion award.
Across the UK, consolidated viewing figures revealed that the first series was watched by an average on 2.5 million viewers making it Channel 4’s biggest comedy launch since 2004.
Negotiated by MediaCom Edinburgh, Trivago features sponsorship bumpers throughout the show. They also feature on all the on-air promos as well as on All4. New creative has been developed for the partnership which features a Northern Irish voiceover to link it to the programme.
Maud Cant, Head of AV at MediaCom Edinburgh, said “Derry Girls has been one of the best performing programmes against 16-34adults on its first series last year, so it was a great opportunity for us to help Trivago reach the younger end of their target audience. After a lot of back and forth we managed to get a deal agreed and we are delighted that Trivago made sure they are maximising the partnership with the creation of new bumpers”.
The deal is the latest in a string of media partnerships created by MediaCom Edinburgh for their clients.