Budget Direct’s Captain Risky Takes On Ten’s I’m A Celebrity

Budget Direct’s Captain Risky Takes On Ten’s I’m A Celebrity
Rob Sharpe
By Rob Sharpe



Budget Direct’s new character Captain Risky is dropping into Network Ten’s recently launched reality show, I’m A Celebrity…Get Me Out Of Here!.

Budget Direct, a sponsor of I’m A Celebrity…Get Me Out Of Here!, is bringing its Captain Risky campaign to the family entertainment series to highlight there is no risk-filled opportunity in the world that he will avoid.

The daredevil is set to face the same perilous challenges and trials that the celebrity camp mates endure on the show, but in his own trademark risky way.

Network Ten chief sales officer, Louise Barrett, said: “In taking Captain Risky to South Africa, Budget Direct is really embracing their sponsorship of I’m A Celebrity…Get Me Out Of Here! and taking in-program integration to an exciting new level.

“I’m A Celebrity…Get Me Out Of Here! offers advertisers deep in-show integration, the like of which we have not seen elsewhere. Dropping Captain Risky into the South African jungle is testament to this and the result is set to be great family fun viewing.”

Budget Direct director of marketing and digital, Jonathan Kerr, said: “Budget Direct is really pleased to be a sponsor of I’m A Celebrity…Get Me Out Of Here! and heading into the jungle with Ten!

“We’re working with the team at Network Ten to take our involvement to a truly integrated platform with some exciting in-program integration where you might even see Captain Risky kick it ‘n rip it, jungle style. As you can imagine, if it’s really risky, he’s always up for the challenge, but Budget Direct won’t insure him, to help keep our prices low for our awesome customers.

“Working with Ten’s Generate team and ITV Studios Australia has enabled us to align the strategy of the Captain Risky campaign with I’m A Celebrity…Get Me Out Of Here!. He’s fast becoming a celebrity in his own right and Ten’s multiple communication platform allows us to drive the engagement with the Captain Risky character and Budget Direct’s proposition and offers to the next level,” he said.

The content from Captain Risky’s trip to the I’m A Celebrity…Get Me Out Of Here! jungle will appear on TEN and will be amplified across Network Ten’s digital channels, including tenplay and social media.




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