Crown Paints will sponsor Through The Keyhole as the series returns to ITV on Saturday nights.

This marks the Lancashire-based paint brand’s first ever television sponsorship deal and it was brokered by PHD in Manchester, ITV Commercial and FremantleMedia UK.

Social media activity will be devised and implemented by BJL and idents will run throughout the 6-part series across broadcast, mobile and online.

“We’re delighted to be sponsoring Through the Keyhole in our first ever TV sponsorship. It gives us an opportunity to bring our core brand messages to life in an entertaining and engaging way.  How people decorate their homes is an expression of their personality and Crown is the brand that helps self-expression come to life – helping to create homes with ‘personality’,” said Sally Heppenstall, Crown Paints’ marketing manager.

Through the Keyhole will be hosted by Keith Lemon, with the house tours conducted by Capital Radio’s Dave Berry. Celebrities confirmed for the show include Cilla Black, Jonathan Ross, Eamonn Holmes, Simon Gregson and Emma Bunton.