Channel 4 Launches Campaign To Promote New Arts Show

Channel 4 has unveiled an innovative marketing campaign to support the launch of its new arts and culture programme, The Art Show.

The campaign will see members of the art collective, Foundation 33, sign and individually number 1 million specially designed postcards containing transmission details for the new show. Once signed, the postcards will be distributed in bars, cinemas, health clubs and universities by Boomerang Media.

Nick Stringer, marketing manager at Channel 4, said: “This is an exciting project for Channel 4. The postcards help raise awareness of the new series in a manner reflective of its content and, we hope, will help to stimulate a wider debate around what really makes art and culture.”

Channel 4’s editor for arts, Janet Lee, added: “We felt that a bold new strand needed more than just a simple advertising or marketing campaign and we feel that this irreverent work of contemporary art represents what we are trying to convey through The Art Show.”

Earlier this year, Channel 5 took further steps to distance itself from its downmarket image by commissioning a series of arts programmes. Following on from the success of its Great Artists series, the network has commissioned 28 half-hour arts shows, with subjects ranging from Caravaggio to the Bloomsbury group (see Channel 5 Gets Serious With New Art Programmes).

Channel Four: 020 7396 4444 www.channel4.com

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