Teletext To Launch Travel Channel On Sky Next Month
Teletext has announced plans to launch a travel-focused digital television channel on Sky later this month with the backing of an extensive cross-media advertising campaign.
Teletext Holidays TV will launch on 23 February and will link itself with the company’s existing digital text services to provide customers with a comprehensive search facility available through the Sky digibox.
Programme content for the channel will include UK and overseas destination guides, accommodation features and consumer reviews. Advertisers confirmed for the new channel include First Choice, P&O Cruises, Freedom Direct and Hays Travel.
Commenting on the launch, Lawrence Lawson, Teletext’s commercial director, said: “We already have a massive audience of people booking through our existing text services and Teletext Holidays TV will build on this. The channel will provide large and small travel agents or operators the chance to showcase their brands on television.”
The channel’s launch will be accompanied by a £500,000 marketing campaign encompassing each of Teletext’s existing platforms, satellite television advertising and a dedicated press campaign beginning in April.
DLKW and its media buying and planning agency, Vizeum, have retained the rights to handle the promotional work, while the channel’s own commercial breaks will be handled by newly appointed agency, Digital Media Sales. Teletext’s own in-house sales team will be responsible for commercial opportunities within the channel’s programming.
The new channel follows Teletext’s sponsorship of ITV’s How To Holiday travel programme, which begins its twelve week run later this month. The programme will feature a different destination each week with hosts, Jenni Falconer and Dominic Littlewood, parting company to experience two very different types of holiday (see ITV Secures Teletext To Sponsor New Holiday Programme).
Teletext: 0870 731 3000 www.teletext.co.uk
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