Plenty of I'm A Celeb alums have previously admitted that the hefty pay cheque they received from ITV is what tempted them to take part in the gruelling show.
But it appears as though fan-favourites Josie Gibson and Marvin Humes have another agenda altogether when it comes to their appearances Down Under.
The pair have entered the jungle with the likes of Jamie Lynn Spears, Nigel Farage, Fred Sirieix, Sam Thompson, Nella Rose, Danielle Harold, Nick Pickard, Tony Bellew and Frankie Dettori - along with food critic Grace Dent, who has sadly now quit the show.
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According to one celebrity PR expert, ITV could have advocated for the two stars to take part in a bid to prove they're capable of filling the vacant lead presenter role on their daytime hit This Morning.
Following Phillip Schofield's resignation from the daytime show back in May after admitting to an affair with a younger, male colleague, and Holly Willoughby's subsequent exit in October, rumours have been swirling about who could replace the formerly iconic duo as lead hosts.
Josie, 38, has been a This Morning regular for years now, having initially joined to host the competition segment, only to work her way up to regular presenter whenever either Holly or Phillip were off sick.
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She later appeared side-by-side with Holly on numerous occasions after Phillip's departure.
Marvin, 38, meanwhile, has also stood in for the former lead presenters several times alongside presenter wife Rochelle Humes.
Therefore, with speculation regarding the future of formerly-adored show rolling on, PR guru Carla Speight believes there's a strong likelihood that ITV producers are using Josie and Marvin's I'm A Celeb stint to gauge how well they'd do in the impressive hosting role.
"I wasn't surprised at all that This Morning producers allowed Josie to take part in the series despite everything that's happened on the show over the last year or so," she told Tyla.
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"It's the perfect PR move for them. It's genius!"
Heaping praise onto Josie for keeping the This Morning viewers figures afloat since Phillip and Holly's respective resignations, Carla went on: "She's similar to Alison Hammond in that they both came through Big Brother and worked really hard to reach the top of her job on This Morning.
"Audiences love the two of them because they worked hard, they're relatable.
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"So, putting Josie on I'm A Celeb - if she can remain one of the fan favourites - will certainly bring in a whole hoard of This Morning viewers who maybe stopped watching the show during the 'Phillip Schofield' fiasco."
Adding that Josie seems 'much less untouchable that the likes of Holly and Phil have been', Carla claimed: "This Morning producers are one hundred percent using I'm A Celeb to test the waters to see how the nation takes to Josie.
"Alison has made it clear that she's open to new presenting opportunities on other channels, that's why she's been allowed to host the Bake Off on Channel 4.
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"Josie, however, is yet to cement herself as part of a particular broadcaster. This is This Morning's chance to finally find themselves a presenter that people adore, and that they can relate to.
"This is a key opportunity for Josie to step forward. She's as comfortable on I'm A Celeb as she was on This Morning. She evidently feels safe and proud at ITV."
And when it comes to Marvin's decision to join the show, Carla claims it's very likely that the JLS star is proving that he too has the potential to become a 'national treasure'.
"It's about time we see him as a television star in his own right," Carla added. "He's been relied upon to host This Morning with Rochelle before, and people absolutely love the chemistry between them.
"But it's always been Rochelle that has stolen the spotlight with audiences. And their other ITV show The Hit List is immensely popular with younger audiences."
She concluded: "This is the perfect time for Marvin to come forward and assert himself as a potential replacement - alongside Rochelle - for Holly and Phil."
Tyla has contacted Josie and Marvin's representatives for comment, as well as ITV.
Get in touch with Talent Agent and PR & Marketing Consultant, Carla Speight, at www.carlaspeight.co.uk, or on Instagram at @carlajspeight.
Topics: This Morning, Im A Celebrity, TV And Film, ITV
Rhianna Benson