Independent media planning and buying agency AdConnection has created a partnership between global hair extension brand Cinderella Hair and All about Amy, the new Channel 5 reality show.

The programme, which follows on The Only Way Is Essex (TOWIE) star and Celebrity Big Brother contestant Amy Childs as she attempts to run a beauty salon, is scheduled to air on Channel 5 on 1 December 2011 at 10pm and runs for 8 weeks.

The deal, secured by AdConnection, includes a total of 440” accreditations for Cinderella Hair which will appear before and after the hour long shows. This involves a 15” opening credit, 6 x 5” break bumpers and 1 x 10” closing credits.

Childs became well-known in 2010 while appearing in the ITV2 award-winning programme TOWIE where she brought the word «vajazzle»—the adornment and decoration of the pubic region—to public notice. In July 2011, she won Personality of the Year at the National Reality TV Awards.

Jason Posner, MD of Cinderella Hair commented, “It’s great that Cinderella Hair can be linked to such an iconic reality TV star such as Amy Childs. The fact that Amy also uses our hair extensions creates a perfect split as well a positive brand association.”

Stephanie May, Group Account Director at AdConnection added, “All about Amy is the perfect fit for Cinderella Hair and has provided us with a great opportunity to produce some highly impactful and engaging work that we as an agency can feel really proud of. The show is perfect for our target audience and provides a great platform to deepen audience engagement.”

Photo: A snapshot from the www.cinderellahair.co.uk website