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Love Island 2021: Dating show’s brand is stronger than ever despite last series being cancelled

The Love Island brand is stonger than ever despite being cancelled last year due to the coronavirus pandemic – with brands being asked to pay up to £100k per advert.

ITV’s managing director, commercial, Kelly Williams has revealed that the dating show is set to earn the channel more money than ever before.

Kelly told how Love Island has always been their ‘most in demand’ programme for advertisers, with brands even signing up before the show confirmed where it would air this year.

Thriving: The Love Island brand is stonger than ever despite being cancelled last year due to the coronavirus pandemic – with brands being asked to pay up to £100k per advert (pictured host Laura Whitmore)

She said: ‘We were selling this before Boris [Johnson] announced the roadmap, before we had any idea where the show would be filmed, and we sold out.

‘That demonstrates the demand – we are really, really pleased. The commercial value overall will be more than pre-pandemic, the most we’ve ever made from Love Island’.

Just East is returning this series as the show’s headline sponsor, while it has also inked  lucrative contracts with JD Sports, Boots, WKD, and Tinder.

ITV has also created two more apps for viewers to download. 

Other investments in the much-loved series include the revamp of the Love Island signature water bottle, which now costs £20 to purchase.

The plastic container has been ditched in favour of a stainless steel exterior.   

Kelly said: ‘With the retail offering we think we have it at a place where we are happy with it. The advantage is we own Love Island globally, and we have tried to be very focused.’

Despite this, some brands have stepped back from the reality show amid fears over the welfare of the contestants in the aftermath of appearing on the programme.

Love Island bosses previously announced new duty of care protocols for the upcoming series, including social media training, ‘comprehensive psychological support’ and the offer of a minimum of eight therapy sessions afterwards.

This year Love Island bosses have warned viewers to ‘think before you post’ during the new series.

The ITV2 dating show is to make a long-awaited return next Monday after being cancelled last year due to coronavirus; and a social media message shared by the producers has issued a warning to fans in advance.

The series has become known to attract trolls online, and many former Islanders have slammed the show, claiming they have suffered with mental health issues after taking part on it.

Stern reminder: Love Island bosses have warned viewers to 'think before you post' during the new series

Stern reminder: Love Island bosses have warned viewers to ‘think before you post’ during the new series

Two past contestants have died by suicide, with the show’s former host Caroline Flack also taking her life.

A message on the programme’s Instagram account read: ‘You’ve got a text! These Islanders are all single and ready to find love. We can’t wait to watch them get to know each other, date, and maybe even find the one.

‘We’re so grateful they’re letting us follow their journey this summer. We hope you enjoy the show, but please think before you post.’

Host Laura Whitmore and narrator husband Iain Stirling shared the same message.

Host: Laura shared the same message on her own social media page

Host: Laura shared the same message on her own social media page

Sophie Gradon, who was 32, died by suicide in 2018, as did Mike Thalassitis, who was 26, a year later after both taking part on Love Island. Caroline took her life in February 2020 – she was 40-years-old.

This comes after Love Island bosses confirmed the show’s duty of care protocols last week.

Dr. Paul Litchfield – who ITV appointed in 2018 to review the show’s participant welfare processes – said: ‘Society’s appreciation of the importance of mental health and wellbeing has grown enormously in recent years and the pandemic has brought that into even sharper focus.

‘Reducing the risk of harm, where possible, is an imperative but promoting good mental health is also necessary.

Tragic: Two past contestants have died by suicide, with the show's former host Caroline Flack also taking her life (pictured in 2019, three months before her death)

Tragic: Two past contestants have died by suicide, with the show’s former host Caroline Flack also taking her life (pictured in 2019, three months before her death)

‘ITV’s evolving commitment to these issues, backed up by tangible action, is an example to others in the industry and beyond.’

The process for ‘all contributors involved’ in the show includes ‘comprehensive psychological support’, ‘training for all Islanders on the impacts of social media and handling potential negativity’ and ‘training for all Islanders on financial management’, as well as ‘guidance and advice on taking on management after the show’.

There will also be ‘detailed conversations’ with contestants about the ‘impact of participation on the show’, as well as a ‘proactive aftercare package’ which promises to support Islanders once filming has ended with ‘proactive contact’ and extra support where necessary.

ITV has confirmed that registered mental health professionals will be available for Love Island stars throughout the entire series, from pre-filming, during the show itself and as part of the aftercare.

What’s more, there will be a welfare team during and after the show, and the senior team in Majorca has mental health first aid training. 

Heartbreaking: Sophie Gradon (pictured), who was 32, died by suicide in 2018

Heartbreaking: Sophie Gradon (pictured), who was 32, died by suicide in 2018

Contestants will now receive in-depth press training and professional advice on how to deal with comments from trolls.

Additionally, they’ll receive financial guidance so they don’t spend all of their prize money or later earnings.   

The channel will also offer Islanders a 14-month-long ‘proactive aftercare package’, which will include at least eight sessions with a therapist.   

Tragic: Mike Thalassitis, who was 26, died by suicide a year later - after both taking part on Love Island

Tragic: Mike Thalassitis, who was 26, died by suicide a year later – after both taking part on Love Island

As a further precaution, ITV has hired the clinical psychologist Dr Matthew Gould and physician Dr Paul Litchfield. 

Love Island has not aired since February 2020 after both the summer 2020 and winter 2021 editions were cancelled due to the coronavirus pandemic. 

The new series is rumoured to be the ‘biggest in history’, as ITV bosses gear up for the highly anticipated comeback

For confidential support call the Samaritans on 116123 or visit a local Samaritans branch, or see samaritans.org for details 

LOVE ISLAND 2021: MEET THE CONTESTANTS

Sharon Gaffka, 25

 Sharon Gaffka, 25  

Name: Sharon Gaffka

Age: 25

Location: Oxford

Occupation: Civil Servant – Operations Lead for Department of Transport

Who is their type on paper? ‘I tend to date someone who is taller than me, even though my last long-term partner, he was actually someone who was shorter than me. 

‘I’m quite an intellectual person so I want someone who can kind of match that.’

Aaron Francis, 24

 Aaron Francis, 24

Name: Aaron Francis

Age: 24

Location: London

Occupation: Luxury Events Host

Who is their type on paper? ‘I need someone that is passionate about what they are doing – from scientist to anything – you can tell when someone is speaking about something and they are actually smiling while they are talking. I love that. 

‘I don’t like when people are doing a job just to make money and then they kind of just live for the weekend. Especially because I work on the weekends.’

Liberty Poole, 21

 Liberty Poole, 21 

Name: Liberty Poole

Age: 21

Location: Birmingham

Occupation: Nando’s Waitress and Marketing Student

Who is their type on paper? ‘So I like tall, alpha male, confident, a cheeky chappy sort of guy. 

‘But obviously that’s always usually combined with player types, which is where I go wrong. So I am trying to change my ways and go for more of a nicer guy that is going to treat me right.’ 

 

Hugo Hammond, 24

 Hugo Hammond, 24  

Name: Hugo Hammond

Age: 24

Location: Hampshire

Occupation: PE Teacher

Who is their type on paper? ‘I’ve been single for a while now. With the current climate, it’s been really hard to get back into dating. 

‘I saw it as an opportunity to have an amazing fun summer and put myself back out there.’

 

Shannon Singh

Shannon Singh

 Name: Shannon Singh 

Age: 22

Location: Fife 

Occupation: Glamour model

Who is their type on paper? ‘I don’t feed off looks, I feed off energy, I need someone with personality. Just someone I can have fun with.

‘I’m a party girl, I love going out, I’m very social. For me it’s quite hard to find people who are genuine and looking for what you’re looking for’

Jake Cornish

Jake Cornish

 Name: Jake Cornish

Age: 24

Location: Weston-super-Mare

Occupation: Water Engineer

Who is their type on paper? ‘Looks wise, always gone for blondes. But for me, the main thing is having respect and having good fun, and someone who will be loyal to you…

‘I’ve had messages from girls that have got boyfriends and husbands. This is why I don’t trust anyone. Someone who is loyal really. But when I’m single, I like having a good time!

Kaz Kamwi

Kaz Kamwi

Name: Kaz Kamwi

Age: 26

Location: Essex

Occupation: Fashion Blogger

Who is their type on paper? ‘I like meeting new people, I’m ready to be in a relationship. Why not be in a place where people are looking for the same things as me?’ 

Chloe Burrows

Chloe Burrows

Name: Chloe Burrows

Age: 25

Location: Bicester

Occupation: Financial Services Marketing Executive

Who is their type on paper? ‘I like a good build. I go to the gym. I want someone who is funny. Really funny and caring and will do nice little things for you. 

‘And then obviously someone who you can depend on to not ditch you. Because I am quite a big character and quite loud, they would have to be as loud, if not more. 

‘I could never be with someone who is quiet. Someone that gives you a bit back’

Faye Winter

Faye Winter

Name: Faye Winter

Age: 26

Location: Devon

Occupation: Letting Manager  

What is her type on paper? ‘Someone that will put me in my place. Someone that makes me laugh. But also someone that takes my banter. I’m like a five-year-old in a playground, if I like you, I will make a mockery of you and laugh and joke. That is my really terrible flirting skills. I need someone who can take that.’

Brad McClelland

Brad McClelland

Name: Brad McClelland

Age: 26

Location: Northumberland

Occupation: Labourer

Who is their type on paper? Sommer Ray from Instagram. Zara McDermott, she’s a good-looking lass. Or Megan Fox.

Toby Aromolaran

Toby Aromolaran 

Name: Toby Aromolaran

Age: 22

Location: Essex

Occupation: Semi-pro footballer

How would he describe himself? ‘Optimistic. I always see the bright side in the worst situations. I’m a fun guy when I go on a night out. Responsible guy as well.’ 

 

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