E! Hopes For Viewing Lift Following Massive Promo Push

Showbiz and celebrity channel E! Entertainment has announced a massive multi-platform advertising push to boost its profile nationwide.

The activity will span billboards, London tube panels and bus sides, Coffee Republic retail outlets, and over 1000 Pearl & Dean cinema screens across the country. Featuring ordinary British people who share their names with A-list Hollywood stars, a specific print campaign will also appear in UK trade magazines this month.

Explaining the marketing push, Kevin MacLellan, senior vice president, international for E! Networks, said: “We’re thrilled to launch this fun, consumer advertising campaign that brings together real people with the world’s top names in entertainment.

“The timing is perfect with E!’s recent launch on NTL. We’re looking to maximize our presence throughout the UK this November and December in preparation for our new show launches, and the upcoming red carpet award show season.”

The campaign was developed in-house by E!’s creative and marketing teams to boost awareness and increase viewership. The print advertising poses the question, “Who do you want to turn on tonight?” While the cinema commercials showcase celebrity name-alikes in everyday situations which have an uncanny connection to their celebrity counterparts. The campaign will run with the tagline “Real celebrities all the time.”

E! Entertainment: www.eonline.com