BBC Drives Digital Channels With New Ad Campaign
The BBC has launched a new marketing campaign to promote its six recently launched digital television channels and help the Government reach its target of analogue switch off by the end of this decade.
The new campaign, which goes live across television, radio and online properties, follows on from last year’s highly successful autumn and Easter promotions, which have helped drive a significant increase in digital take-up.
The latest ads will continue the BBC’s existing ‘face-off’ theme and will feature Alan Titchmarsh, Pauline Quirke, Jack Dee and Ainsley Harriott monkeying around in the jungle courtesy of some cleverly crafted puppets from Artem.
The campaign will feature two sets of executions based on a new strategy to cut through consumer confusion about digital television. The first will concentrate on how to get the BBC’s digital channels and the second will showcase the range of must-see programmes available tailored to different audiences.
Commenting on the initiative, Ilse Howling, head of marketing and communications at BBC Digital, said: “ITC figures show that digital take-up has increased by 7.5 percentage points in the last year to 45.5% of homes across all platforms – this represents a 20 percent growth in the digital market as a whole.”
She continued: “I’m delighted that our campaign’s helped play a part in achieving this because it means so many more people can watch our full line of channels. I’m confident the new campaign will have an even bigger impact in cutting through consumer confusion and letting people know how easy it is to get them.”
Earlier this year BBC3, the Corporation’s flagship entertainment channel for young adults, was forced to revamp its schedules following reports that its launch was marred by a confusing array of programmes (see BBC Revamps Schedules For The Autumn Season).
BBC: 020 8743 8000 www.bbc.co.uk
Recent Television Stories from NewsLine Television News Audiences Surged During War In Iraq Eyebrows Raised Over New BARB Chief Executive Over 6 Million Tune Into ITV1 For England Rugby
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left