20 second bumpers promoting Hotels4U.com's sponsorship of ITV's new prime time 3-part series 'Monte Carlo or Bust' aired for the fist time this week.
The Harry Hotel character featured in the bumper was created by integrated agency Milton Bayer which had just a week to create the short animation.
Monte Carlo or Bust follows three celebrity pairs as they travel from London to Monte Carlo in a contest to collect items that best represent the head, heart and stomach of three French regions.
Hotels4U.com wanted to maximise the time it had as part of the show sponsorship deal to create brand recall and raise awareness of the accommodation it offers for city breaks, ski trips and summer sun.
Harry Hotel will travel through three destinations in the short clips to illustrate that wherever you're going, whatever you're doing, hotels4U has a hotel to suit.
The celebrity pairs featured in Monte Carlo or Bust which aired for the first time on 28 October are Rory McGrath and Penny Smith, Jodie Kidd and Julian Clary, and Ade Edmondson and Jack Dee