Virgin 1 Ad Campaign Promises “Proper Telly”

Virgin Media is backing the launch of its Virgin 1 channel with a TV and cinema ad campaign using the strapline “proper telly”.

The campaign, which breaks on Friday, will use a 40-second TV and cinema ad featuring clips of shows such as The Riches and The Sarah Connor Chronicles.

The TV ad will run on channels including ITV2, ITV3, ITV4, E4, More4, Film4 and Five US.

Two week-long cinema campaigns are set to break on October 5 and October 19, airing in every UK cinema before films including The Kingdom, Stardust and The Heartbreak Kid.

Jon King, VMTV head of marketing, said: “We believe that Virgin 1 can speak for itself so our marketing campaign is designed to deliver a clear, no-nonsense idea of what the channel is all about and when it launches.”

Last month, Virgin 1 unveiled its brand identity, comprising a red number one figure emblazoned with the Virgin Logo (see Virgin Unveils New Channel Logo).

Virgin Media CEO, Steve Burch, recently stepped down from the role, citing family and personal reasons, with Neil Berkett, chief operating officer, taking over the role until a full-time replacement is found (see Virgin Media CEO Steps Down).

Meanwhile, a report in Broadcast claims that Al Jazeera English is in talks to secure carriage on Virgin Media in an attempt to get the channel into as many homes as possible worldwide.

Virgin Media: www.virginmedia.com