WHYTELEAFE, England, September 16, 2011 /PRNewswire/ --

The search is on for the sexiest face in the UK as high street lingerie and sex toy retailer Ann Summers teams up with ITV2 for a campaign that will see one woman become the brand's star model in 2012.

ITV2 and Ann Summers is also soon set to embark on a dual-branded roadshow, visiting top shopping destinations in Birmingham, London, Manchester and Essex.

Those who enter the competition via either the roadshow, http://www.sexyuncovered.com, http://www.facebook.com/AnnSummersOfficial or the dedicated iPhone app, 'Sexy On TV', will be required to send in up to three images and a video of themselves, 100 words about themselves, 100 words about what they think is sexy, and 100 words about what makes them the perfect candidate to model the Spring/Summer 2012 lingerie from Ann Summers.

A shortlist of the sexiest entrants will then be selected to feature in an Ann Summers photo shoot and to star in a two-minute TV advert that will accompany the final episode of ITV2's BAFTA-winning programme The Only Way Is Essex, which then go to the public vote.

Looking forward to the campaign kicking off, the company's CEO, Jacqueline Gold, said: "I am so excited about this campaign and working with ITV2. This is our first ever TV campaign and I am positive that our customers both old and new will be enticed in to store and online to see our fabulous new products as a result.  Our customers are some of the most passionate on the high street and embody everything that Ann Summers stands for. I can't wait to see them strut their stuff and show us all what sexy really is."

Ann Summers has 150 stores throughout the UK and Spain and in the last 18 months the brand has re-affirmed its position as the authority on sexy style with a series of sensuous adverts. Sex toys from Ann Summers have led an emerging market over the last 40 years and the retailer has established itself as a famous and much-loved high street brand.

ITV's Group Commercial Sales Director, Simon Daglish said of the new partnership: "We're really excited about this partnership with Ann Summers which ultimately see them on TV for the very first time. It's a great example of us being able to work with clients to really bring innovative and entertaining advertising to life which is the best way to drive response and engagement for our customers."

NOTES TO EDITORS

Enter via: Roadshows, http://www.sexyuncovered.com, facebook.com/AnnSummersOfficial via our iphone App Sexy Search.

Entrants: To win the chance to appear in a TV advert, store window messaging across the UK and in Ann Summers campaigns for SS12, entrants can supply up to three images and a video and must provide their details, 100 words about themselves, why they should appear in our TV campaign (100 words) and what they think is sexy (100 words) to be in with a chance of winning this coveted prize.

The roadshows will run from 22nd September until 2nd October, and will visit Manchester Trafford, Birmingham Bullring, Lakeside Essex, and Westfield Stratford City shopping centres.

Ann Summers has 150 stores throughout the UK and Spain.

To locate your nearest Ann Summers store visit http://www.annsummers.com

The Ann Summers website, http://www.annsummers.com, has over 1.5 million individual visitors per month

There are over 7,500 Ann Summers Party Organisers who hold approximately 4,000 parties per week

SOURCE Ann Summers Ltd