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
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.