Channel 4 has launched a marketing campaign to celebrate E4’s new series of Married At First Sight UK, produced by CPL Productions. The marketing campaign has been produced by Channel 4’s inhouse creative agency 4Creative.

Married at First Sight has had a makeover for 2021, taking inspiration from the Australian show that aired in the UK earlier this year.

Leading into the series’ launch, wedding themed ads featuring the cast of the show will be served on Tinder and launch day sees high-profile digital activity featuring a Twitter Spotlight, TikTok Top view as well as a bespoke Snap Lens on Snapchat.

The first promotional film debuts on air tonight in peak time during Hollyoaks on E4 and kicks off a wider creative marketing campaign that includes social, digital, radio, out of home and influencer activity, as well as a new partnership with Bauer Media which will run across Kiss radio, Heat magazine and Heatworld.

Lynsey Atkin, Executive Creative Director, 4Creative said: “There’s an old adage about marriage, that it makes an honest woman – or man – out of your betrothed. But what if you’re marrying a complete and utter stranger? We figured that’s the time for some real home truths at the altar. So we created the most honest set of vows around, that promise the drama and absurdity of what will undoubtedly await our star-crossed first-sighters. And after all, everyone loves a wedding…”

The new series features relationship experts Paul C Brunson, Melanie Schilling and sex and intimacy expert Charlene Douglas.

Married At First Sight UK is coming soon to E4 and more detail about the show is set to be revealed in the coming weeks.

The latest series of Married at First Sight Australia is E4’s biggest unscripted title since 2014 and one of All 4’s top series so far this year.