Channel 4 announces new Fred. Olsen Cruise Lines sponsorship for 2025

Channel 4 is teaming up with Fred. Olsen Cruise Lines, as the cruise ship holiday brand becomes sponsor of the broadcaster’s escapism content, such as Four in a Bed and Perfect Pub Walks.

Commencing from 1 January, the long-term partnership will see Fred. Olsen Cruise Lines sponsor iconic content during Channel 4’s escapism lineup, which also includes shows such as Matt Baker: Travels with Mum and Dad, 2 Men on a Bike and Popmaster TV.

The partnership will extend across all of Channel 4’s linear and digital escapism programming, with Fred. Olsen Cruise Lines’ idents also appearing across Channel 4’s Facebook, Instagram and TikTok pages. The partnership includes use of a Channel 4 lock-up logo for the duration of the deal.

The creative will share eye-catching itineraries to a range of travel destinations and showcases a collection of emotive moments, both big and small that guests experience on a Fred. Olsen cruise.

The sponsorship was developed with marketing agency Accord and creative agency Blunt House.

The deal marks a return to sponsorship of Channel 4 content for Fred. Olsen Cruise Lines, having previously sponsored Life in the Sun between 2019 to 2022.

Rupinder Downie, Content Solutions Leader, Channel 4 said:

“Partnering with Fred. Olsen Cruise Lines underlines the rich appeal of Channel 4 Sales’ commercial solutions. As our viewers tune in to our escapism shows, the idents will help them to unwind further by giving them a glimpse of life on the waves with Fred. Olsen Cruise Lines. We’re delighted to have them back on board as a returning sponsor and on viewers’ screens once again.”

Holly Goddard, Head of Brand Marketing at Fred. Olsen Cruise Lines, said:

“We’re pleased to announce our 2025 sponsorship with Channel 4, as we know from experience that together we can help increase our brand exposure.

“Our guests are adventurous, and love to get into the heart of destinations; by sponsoring with Channel 4, we can’t wait to reach a wider audience and showcase everything that makes cruising with Fred. Olsen special.”

Jo Bruton, Senior Client Director at Accord Marketing, said:

“After a highly successful campaign in August and September, which saw increased investment across the Channel 4 portfolio, we are thrilled to extend this into a 12-month partnership. Fred. Olsen’s sponsorship of Channel 4’s Escapism programming is a perfect fit, aligning seamlessly with Fred. Olsen’s passion for inspiring journeys and unforgettable experiences.”

ENDS

About Fred. Olsen

At the heart of the Fred. Olsen experience is their exceptional crew, whose warm and attentive service is a hallmark of their cruises. Each team member goes above and beyond to offer personalised attention, forging genuine connections with guests to create truly memorable journeys.

Fred. Olsen’s smaller ships contribute to this friendly atmosphere, with their intimate size allowing for a relaxed yet engaging experience on board. Guests can enjoy a variety of curated activities, from regional cooking demonstrations to stargazing sessions, each designed to enhance guests’ enjoyment and deepen their understanding of the destinations they’ll visit.

And when it comes to itineraries, Fred. Olsen’s team of Journey Planners meticulously crafts each cruise, ensuring that they sail the most imaginative routes and visit the world’s most incredible destinations at the best possible times to experience them. Whether witnessing the Northern Lights or exploring hidden fjords, Fred. Olsen’s expertly designed itineraries promise unforgettable adventures.

Join Fred. Olsen for a memorable cruise, to discover the warmth of a family at sea and the legacy of 175 years of sailing heritage.

About Accord Marketing

Accord Marketing is an award-winning, proudly independent performance marketing agency with offices in London and the South-West. A company of creative thinkers, digital strategists, planning experts and problem-solvers. The strength and depth of our travel expertise is second to none. Experienced, flexible, and energetic, clients come to us for ideas, service, and results. Most consider us true extensions of their team, working closely with us to devise, develop and implement every stage of their marketing plans.

www.accordmarketing.com

About Blunt House

Blunt House is a collective of senior marketing professionals with years of experience working with top UK brands. With a no nonsense approach to getting the job done (and done well), Blunt House uses big brand thinking and creativity to deliver smart, workable, marketing solutions to businesses with the ambition of the big brands, but not the budget. Read more at blunthouse.co.uk.