Network Ten has announced the first sponsors for the upcoming series of its reality TV game show Australian Survivor.
Holden will be returning as a sponsor for its third straight year, and will be joined by BCF, Kellogg’s and Parmalat.
Hosted once again by Jonathan LaPaglia, Australian Survivor returns on Wednesday 1 August with a premise the game has never seen before: 12 everyday contestants will be pitted against 12 players who are champions in their field, be it mental, physical or social.
Jury Villa, which takes viewers behind the scenes and follows eliminated contestants who comprise of the final jury, also returns this season. The online extra will be continue to be exclusively available on tenplay.
Holden’s sponsorship extends across broadcast, tenplay and the official Australian Survivor social channels.
It includes a Network Ten-produced TVC for Holden fronted by series one favourites Lee Carseldine and El Rowland, which will air throughout the new series. Tenplay viewers will also have the chance to win a Holden Commodore Tourer.
Network Ten’s executive general manager of revenue for clients and partnerships, Rod Prosser, said: “The Survivor franchise both here and internationally has always been a hit with audiences, and this year’s ‘Champions v Contenders’ theme brings an additional element of excitement to the mix.
“It’s great to have Holden back for a third straight year taking advantage of creative and high-impact integration opportunities across the show.
“To have first-time sponsors BCF, Kellogg’s and Parmalat come along for the ride shows the belief the market has in the franchise and its ability to engage and excite.”
Marnie Samphier, general manager of marketing strategy for Holden, said: “Australian Survivor is a fantastic platform for Holden and for the Commodore Tourer.
“Like the contestants, the Commodore Tourer is for the modern explorers – whether it’s pushing the limits or searching for a little solitude out the back of beyond.
“Our advertising promotion featuring Lee Carseldine and El Rowland works synonymously with the show, delivering a partnership we’re very proud of. It’s great to be back for a third season and we look forward to seeing the excitement unfolding.”
MCN’s national director of content and brand partnerships, Tania Jones, said: “Australian Survivor has become one of Ten’s most exciting and talked about programs, with an extremely loyal and engaged audience tuning in every night to watch.
“As such a unique format that’s unlike anything else on TV, Survivor has provided brands with engaging creative integration and partnership opportunities, delivering strong brand awareness and connecting with viewers across all viewing platforms.
“We’re excited to see the new format of Champions v Contenders and so too is our returning partner Holden, and new partners BCF, Kellogg’s and Parmalat.”