Agencies line up to battle for Rapture’s relaunch campaign

Rapture Television, the cable and satellite channel owned by United News & Media, is looking for a creative agency to handle its relaunch as a full-blown daily channel at the beginning of next year.

Rapture Television, the cable and satellite channel owned by United

News & Media, is looking for a creative agency to handle its relaunch as

a full-blown daily channel at the beginning of next year.



BMP DDB, Maher Bird Associates, CIB and PD3 are lining up to pitch for

the account, which will promote Rapture’s new transmission hours and

underline its expanded availability.



The review is being orchestrated by the AAR and a final decision is

expected in the next couple of weeks.



The channel, which is available in about five million UK homes, will

switch from broadcasting just at weekends to seven days a week from next

January.



At the same time, Rapture is in discussions to expand its transmission

from analogue cable and satellite on to digital TV platforms next year,

which would add at least another million homes to its existing base. The

channel is United’s only foothold in the cable and satellite

broadcasting arena and is expecting to spend up to pounds 2 million on

advertising the new service.



Adam Stanhope, managing director of Rapture, said: ’This is a new ad

budget for what will be our biggest consumer advertising campaign.’

Rapture had previously used a range of creative agencies on a project

basis.



The ads will also highlight Rapture’s recent repositioning away from

targeting 12- to 20-year-olds to focus on an older youth audience,

specifically 16- to 24-year-olds. The programming is now focused on what

Stanhope describes as an urban lifestyle, covering clubbing, computer

games and extreme sports.



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