New Ten show 'pushes the boundaries' of brand integration

Arvind Hickman
By Arvind Hickman | 10 March 2016
Long Lost Family hosts Chrissie Swan and Anh Do.

Ten has teamed up with the world's largest online family history resource, Ancestry, for a show that helps families reunite after years of separation.

Taking integration to another level, Long Lost Family uses forensic search techniques and DNA testing to help loved ones find each other. Ancestry is sponsoring the show and will play a role in the search by utilising its databse of more than 17 billion records and 1.5 million DNA samples.

“The campaign pushes the boundaries of brand integration, with Ancestry becoming an integral and powerful part of the storyline,” Multi Channel Network content and brand partnership director Tania Jones says.

The partnership will also see Long Lost Family feature in Ancestry's digital newsletter and social media activity.

The show, presented by Chrissie Swan, Anh Do and investigator Julia Robson, starts next Wednesday in the coveted 7.30pm spot.

Today, Ten announced the identity of the next Australian Bachelor.

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