ITV and Lime Pictures Sign Visa Product Placement Deal for TOWIE

“Visa is delighted to be working with ITV for a third year on a product placement partnership – this time with TOWIE. This opportunity allows us to integrate a selection of products including Visa Mobile Contactless, Visa Checkout and overseas payments to the critical millennial audience.”

Suzy Brown , Director, Sponsorships and Partnerships, Visa

The new two series agreement will see Visa products and technology incorporated within the ITV Be show and used by the programme’s stars.  

Visa branded terminals will feature in a number of TOWIE locations as well as integrations for Visa Mobile Contactless, which allows customers to pay using their mobile phone, into the programme. In addition, Visa will also have product placement in the new series shot in Tenerife to highlight the simplicity of paying with Visa overseas.

The new partnership follows a successful two year campaign with Visa and ITV’s soaps which has seen contactless technology featured in both Coronation Street and Emmerdale in the first ‘behavioural product placement’ campaign on British TV. The campaign went live during January 2015 and led to a huge uplift in awareness, with 88% of Corrie and Emmerdale viewers agreeing that Visa contactless helps make payments drama-free

Suzy Brown, Director, Sponsorships and Partnerships, Visa said: “Visa is delighted to be working with ITV for a third year on a product placement partnership – this time with TOWIE. This opportunity allows us to integrate  a selection of products including Visa Mobile Contactless, Visa Checkout and overseas payments to the critical millennial audience.”

Katherine Marlow, Senior Creative Manager, ITV AdVentures said: “We know from our previous work with Visa and the Soaps just how powerful incorporating subtle behaviour into engaging programming can be and with the huge influence of TOWIE, it’s a perfect vehicle to showcase Visa’s new payment technologies to the ITVBe audience.”

Sinead Dean, Senior Brand Development Manager, Lime Pictures said: “The ‘power of TOWIE’ is well documented and and by integrating Visa’s new payment technologies into our cast’s real lives we’re able to not only showcase use, but also have an impact on audiences far beyond Essex!”