In pictures: ITV's bushtucker trial experience

ITV staged a bushtucker trial experience at Kings Cross Station to celebrate the new series of 'I'm a Celebrity', which started yesterday (13 November).

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On 12 November, guests were invited to test their courage, wits and stomachs as they made their way through the mock-jungle. Trials included handling live snakes, eating insects and collecting stars in the Shed of Dread. Those who managed to complete all trials successfully were able to take their place on the 'I'm a Celebrity' throne. 

Joss Patterson, project manager within the ITV Events Team, said: "It's the first time ITV's ever used [experiential] to promote 'I'm a Celebrity', and in general, as a business, we're trying to do more experiential now. We've set up a new team that specifically focuses on experiential. We're trying to get a richer engagement from our consumers and bring the brands to life. When you've got something like 'I'm a Celebrity' which has stacks of amazing iconography which is so immediately recognisable, and is so well-loved by the audience, why not bring it to life and let the audience experience it first hand?"

Sophie Jenkins, marketing executive at ITV, added: "From a marketing point of you, because it's on during the winter months, 'I'm a Celebrity' gives viewers that little bit of escapism. This experiential idea is something that we wanted to bring to life for viewers back here with the urban jungle."

That activation welcomed guests from 9am - 5pm on Saturday 12 November, and they were able to share their photos and experience using the hashtag #ReadytoJungle.

In April, ITV hosted exclusive and immersive screenings of television drama The Durrells. Last month, ITV teamed up with Karhoo to stage Thunderbird-themed rides.

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