First Choice screens live marriage proposal on ITV

First Choice: TV presenter Laura Whitmore fronted the ad
First Choice: TV presenter Laura Whitmore fronted the ad

First Choice last night ran a live ad in which a woman asked her partner to marry her, as per leap day tradition.

The 60-second ad was screened on ITV during the centre break of Coronation Street, which started at 8.30pm.

First Choice said the proposal was a genuine surprise to the man and not staged, although this has met with some skepticism on social media.

The plan ties in with First Choice’s new brand philosophy of ‘Life’s too short to say no’ as well as the couples and honeymooners holidays it offers.

The brand lined up three women to propose to their partners after a nationwide hunt and a series of auditions.

It trailed last night's big event with online teaser ads featuring TV presenter Laura Whitmore, who compered the live ad.

Jeremy Ellis, marketing director at First Choice and Thomson, said: "We’d like to say a huge thank you to the couples involved. We hope to get a yes from all three and then we’ll be back in touch to help them plan their honeymoons."
Thomson is hosting more content, including all three proposals, on a ‘Just Say Yes’ page on its website.

The content is developed by ITN Productions in collaboration with First Choice’s in-house integrated marketing teams, while MediaCom was responsible for brokering the deal between ITV and First Choice.

Ellis added: "This is a really exciting activation for us, and it’s totally different to anything we’ve done before. For us, in today’s environment, it’s about so much more than focusing on sales, it’s about producing engaging content, telling great stories and trying to reach new and core audiences in a different way."

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free