Bravo Launches Major Marketing Campaign

Bravo has announced its first major marketing campaign in five years and the launch of a new channel, Bravo 2.

As well as a new channel, Bravo will also be launching a new on and off-air identity. Bravo says that the new look will comprise a more classic on-air and off-air logo and includes a new strap-line: ‘Bravo – Entertaining Men Since 1985’.

From 28 September, the rebrand will be incorporated into all on-air promos, interactive and other Bravo platforms.

The marketing campaign will include TV, outdoor, press and online media and will focus primarily around the launch of drama The Unit. The new identity and tone of voice will be a main feature of the advertising creative executions.

Flextech Television is also relaunching Player as Bravo 2, a channel aimed at the younger end of the male audience. Bravo 2 will also launch on 28 September in the entertainment section on Sky’s EPG at channel number 123.

Looking ahead, Bravo has commissioned a major research study by the Future Foundation, the findings of which will help inform its acquisition and commissioning strategy for 2007.

Flextech Creative is responsible for the planning and design of the new identity with support from Artillery Design, Spin, The Gallery and US Creative Agency.

Jonathan Webb, director of programming for Bravo, Bravo 2, Trouble and Challenge, said: “Last year we embarked upon repositioning Bravo to an upmarket entertainment channel with wider appeal to 16-44-year-old males and with clever acquisitions and great commissions we are achieving this goal.

“The brand update, high profile acquisitions and high quality originations demonstrate our heightened commitment to continue this evolution and provide our viewers with ever-increasing quality content.

“I am incredibly proud of the channel Bravo has become and am determined to make it the UK’s most popular men’s channel.”

Flextech Television: www.flextech.com