Ten's The Biggest Loser (TBL) Families returns to the silver screen on Sunday and fitness brand Garmin will be joining it, announcing its first integrated sponsorship of the weight-loss program.
The show, an offshoot of The Biggest Loser program, sees celebrity trainers Michelle Bridges, Shannan Ponton, Tiffany Hall and Steve “commando” Willis push four members of the one family through their weight-loss journey.
Garmin will join the series to promote its activity tracker Vivofit, through an integrated partnership which will see the contestants monitor their workout results using the device.
While AdNews reported earlier this week a more “unconventional” partnership between Aldi and Nine Network's The Block, Garmin GM Matt De Moss said the partnership with TBL Families was chosen because of how well the two shows align.
De Moss said for this reason the integration will be “seamless” when woven into the show.
“It's important to us that the integration is a true fit with our product so the benefits of using our products is highlighted,' De Moss said.
“This integration is unique as it not only fits in seamlessly into the structure of TBL Families, but also reaches out to the viewers and demonstrates how it can fit effortlessly into daily life for the entire family. This integration is effectively confirming Garmin's position in mainstream fitness and highlighting there is a device for everyone.”
In addition, contestants will be wearing Garmin branding throughout the course of their show. The brand will also provide an on-air promotion giving 12 viewers the opportunity to win a Garmin Vivofit family pack with one given each week.
It will also use traditional above-the-line advertising with 30 second television commercials being shown throughout the show.
TBL Families is the tenth season of the TBL format and will premiere at 7.30 this Sunday. The series will be hosted by Fiona Falkiner, who was a contestant on the first series of TBL.
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