Teletext Launches £6 Million Digital Push

Teletext is to launch a promotional campaign worth £6 million to boost its new digital TV services, building on the company’s increased investment in interactive operations, and the relaunch of Teletext Holidays last month.

The new creatives, produced by CHI will receive national exposure in the next few months, with the first animated commercials airing from today to support Teletext Holidays’ new look (see Teletext Revamp Offers Tailor-Made Ad Opportunities).

The campaign’s first executions will run until 30 April, advertising the service’s range of family getaways, city breaks and activity holidays.

Airing across ITV1, 2, 3 and 4, as well as through Channel 4, the campaign was directed by Marie Hyon and Marco Spier, written by Enoch Lam and art directed by Manuela Barbosa. The media agency for the promotion is Vizeum. The creative sees text spiraling onto the screen to create evocative holiday scenes.

Explaining the promotional push, Ash Makkar, Teletext’s marketing director, said: “We’re very excited about a range of new digital services we’ve developed, and this commercial marks the beginning of a campaign that demonstrates our confidence in them. The cleverness of the commercial is in its simplicity, clarity and distinctiveness. It looks and feels modern which is just what the brand needs”

Earlier this year Teletext announced several management changes, intended as a prelude to significant investment and an extension of its digital media (see Teletext Reshuffles Management Ahead Of Digital Investment).

Teletext: 0870 731 3000 www.teletext.co.uk