Channel 4 unveils poster strategy

By CLAIRE BEALE, campaignlive.co.uk, Friday, 18 December 1998 12:00AM

Channel 4 is launching the first tranche of its new marketing push in January with a long-term poster campaign which also previews the new Channel 4 logo.

Channel 4 is launching the first tranche of its new marketing push

in January with a long-term poster campaign which also previews the new

Channel 4 logo.



In a bid to create a permanent outdoor advertising presence, the channel

has secured one-year options on 90 96-sheet poster panels at key

locations around the country.



The sites will become permanent bulletins to alert viewers to upcoming

Channel 4 programmes and new series. Additional permanent sites will be

acquired to promote new programming during the year. The first campaign

will back Channel 4’s steamy series, Sex in the City, which starts in

February.



The ads have been created by Channel 4’s creative agency, the Creative

Partnership, and media planning and buying is through BMP Optimum. The

poster sites for the permanent package have been hand-picked by BMP.



The ads feature the new Channel 4 logo, which has the familiar number

four in a square and is due to replace the four circles on screen in

February. The ident will run across all on- and off-air marketing.



The campaign has been co-ordinated by Channel 4’s controller of

marketing, Polly Cochrane, who was poached from Channel 5 in May with a

brief which embraces off-screen advertising and on-air promotions. ’The

permanent billboards will allow us to build a cumulative story as well

as provide a backbone for our long-running brands,’ Cochrane said.



The outdoor marketing push is the first significant sign of Channel 4’s

new emphasis on marketing following the end of the cross-promotion of

programmes between Channel 4 and ITV.



Cochrane is recruiting a number of marketing executives to create an

11-strong marketing team which will oversee an expanded #16 million

off-air marketing budget.



Cochrane is also working with the media strategist, Michaelides &

Bednash, with the aim of ensuring Channel 4 is the most talked about

brand among upstream consumers.



This article was first published on campaignlive.co.uk

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