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Vicar's Brutally Honest Vows Welcomes Hotly Anticipated Return of Married at First Sight UK

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4Creative produces the campaign anticipating the unwanted truths waiting ahead of the latest series

Vicar's Brutally Honest Vows Welcomes Hotly Anticipated Return of Married at First Sight UK

Channel 4 is today launching a bespoke marketing campaign to celebrate E4’s nuptials to the brand new, hotly anticipated series of Married At First Sight UK, produced by its award winning in-house creative agency 4Creative.

The home-grown version of the global phenomenon has had a major makeover for 2021, taking inspiration from the hugely successful Australian show that gripped British viewers earlier this year. The new UK series is a bigger, more dramatic take on the format, following a fresh batch of singles as they search for love and a happy-ever-after with complete strangers. 

The new conceptual film debuts on-air tonight in peak time during Hollyoaks on E4 and kicks off a wider creative marketing campaign that includes social, digital, radio, out of home and influencer activity, as well as a new partnership with Bauer Media which will run across Kiss radio, Heat magazine and Heatworld. Leading into the series’ launch, wedding themed ads featuring the cast of the show will be served on Tinder and launch day sees high profile digital activity featuring a Twitter Spotlight, TikTok Top view as well as a bespoke Snap Lens on Snapchat. 

Amber Kirby, marketing director, Channel 4 said: “We are really excited to support the return of a bigger more unflinching series of Married At First Sight UK with this integrated campaign that will drive anticipation for the marriage stories about to unfold across multiple platforms, including strong digital and social activity designed to capture the attention of E4’s young audience. I DO… hope they enjoy it!”

Lynsey Atkin, ECD, 4Creative said: “There’s an old adage about marriage, that it makes an honest woman – or man – out of your betrothed. But what if you’re marrying a complete and utter stranger? We figured that’s the time for some real home truths at the altar. So we created the most honest set of vows around, that promise the drama and absurdity of what will undoubtedly await our star-crossed first-sighters. And after all, everyone loves a wedding...”

The new series features relationship experts Paul C. Brunson, Melanie Schilling and Sex and Intimacy expert Charlene Douglas. 

Married At First Sight UK is coming soon to E4 and more detail about the show is set to be revealed in the coming weeks. The latest series of Married at First Sight Australia is E4’s biggest unscripted title since 2014 and one of All 4’s top series so far this year.


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Chief Marketing Officer: Zaid Al-Qassab

Marketing Director: Amber Kirby

Head of Marketing: Laura Ward Smith

Marketing Lead: Alan Moss

Marketing Executive: Stacy Parris

Exec Creative Director: Lynsey Atkin

Creative Director : Will Clark

Creative Director: Lydia Raghavan

Creatives: Chris Rice, Greg Carter, Joe Williams, Alex Goddard

Director : Will Clark

Art Director: Jim Chambers

Photographer: Alexander Coggin

Exec Producer: Jason Delahunty

Campaign Producer: Tabby Harris

Producer OnAir: Simon Glover

Producer OffAir: Tabby Harris

Producer Social: Chloe Roberts

Genres: Comedy, People, Dialogue

Categories: Media and Entertainment, TV and Radio

Channel 4 - 4Sales, Tue, 27 Jul 2021 13:21:19 GMT