Train operating company CrossCountry has embarked on a sponsorship deal with ITV’s new three-part travel series Gordon, Gino and Fred: Road Trip.

Planned and negotiated by PHD Manchester and content agency Drum, the sponsorship includes a series of TV idents to inspire viewers to travel on CrossCountry. The sponsorship idents include three friends travelling together on a day out to York, Edinburgh and Oxford.

“Customers are embracing unique and unusual travel experiences to rediscover familiar destinations or differentiate trips to popular locations and our approach allows CrossCountry to directly tap into this audience,” said Mark Worth, Account Director at PHD Manchester.

A total of three TV idents have been created in 5, 10 and 15-second versions by integrated agency McCann Manchester.

Featuring Gordon Ramsay, Gino D’Acampo and Fred Sirieix, the new show launches on the back of the trio’s successful Christmas special. In this series, each participant showcases their home country on a culinary road trip across Scotland, Italy and France.

The original article is authored by Michael Feeley and published in TheDrum.com.