The Sony way is Essex

DanceStar Party is sponsoring the third series of ITV2’s ‘reality’ TV show The Only Way Is Essex.

It’s part of Sony’s 1.5m campaign to promote the new title which arrives on Friday, October 21st.

Ads are running during the TV show’s ad breaks. It airs at 10pm on Sundays and Wednesdays. The deal includes 60 seconds of promotion during 14 45-minute episodes, as well as online and mobile ads. It will run until November 9th.

We are excited at the prospect of working with ITV to support The Only Way is Essex,” said SCE UK marketing boss Alan Duncan. The partnership is the perfect medium for us to build a platform around DanceStar Party.”

Gary Knight, commercial content director for ITV Commercial, added: The Only Way is Essex has become a huge franchise. I’m delighted that we’ve attracted such a high-profile client as our sponsor.”

Ads for DanceStar Party will also appear during The X Factor, Got to Dance, America’s Next Top Model, The Saturdays and Glee.