The Fragrance Shop has launched its first TV marketing campaign after securing a deal to sponsor seven digital channels.

The 150-store perfume retailer depicts a dancing and singing Santa in three different 30-second slots that will run across More4, 4Music, Heat, Kiss, Magic, Smash Hits and The Box channels in the lead up to Christmas.

The sponsorship also features an exclusive One Direction competition, promoting the new One Direction Our Moment fragrance, with prizes including tickets to see the band perform live.

The retailer’s biggest-ever Christmas marketing campaign will also include in-store material to promote the campaign as well as digital elements, with social media being used to push the competition.

The Fragrance Shop chief executive Sanjay Vadera said the agreement was a strong strategic fit for the business.

He said: “For many of our customers, music and fragrance are both important and complementary aspects of their identity and self-expression. That’s why they are such popular choices for Christmas gifts across all age groups.

“The agreement provides a perfect platform for us to build our brand awareness and values with a key audience throughout a key trading period. It also demonstrates the level of investment we’re putting behind the brand to support our investment in our retail estate and online channel.”