Channel 5’s teletext facility calls in two for 1998 campaign

5Text, the teletext service running on Channel 5, is to launch a consumer advertising campaign in the new year and has appointed the Design Clinic and Universal McCann to handle it.

5Text, the teletext service running on Channel 5, is to launch a

consumer advertising campaign in the new year and has appointed the

Design Clinic and Universal McCann to handle it.



The company, a joint venture between BSkyB and Channel 5, is planning a

pounds 2 million ad blitz in January in a bid to draw in consumers

looking for a holiday package.



The Design Clinic, which developed the 5Text corporate identity and

works on BSkyB’s advertising, will handle the creative work for the

campaign.



It has already created a trade press push for the text service.



Universal is BSkyB’s media buying agency of record and was closely

involved in drawing up the 5Text marketing plan and defining the core

target audiences for the new service.



The two agencies are now working on the January advertising, which will

run across all major media. A television campaign on Channel 5 will

direct viewers to the text service, with commercials slotted into

high-profile programmes such as exclusive football coverage and

first-run movies.



Selected magazines will carry long-term campaigns for the 5Text service,

while press ads will also run in travel supplements, TV listings titles

and holiday magazines. The activity will be topped up with national and

local radio ads during the peak holiday buying season.



Robbie Alexander, the sales director at 5Text, said that the new

campaign was designed ’to motivate text users to consider 5Text as the

first stop on any holiday or journey’.



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