ITV’s new advertising campaign will feature some of the nation’s
favourite TV stars endorsing a number of its lesser-known programmes.
The first ad in the series features Coronation Street’s Vera and Jack
Duckworth chatting about the Southbank Show. Coronation Street regularly
attracts audiences of 18 million; the Southbank Show’s audiences are
less than a third of that figure.
The idea behind the ad campaign, created by M&C Saatchi, is to
capitalise on ITV’s most recognisable celebrities. ITV’s marketing
committee, headed by Steve Morrison, the managing director of LWT, is
hoping it will raise the profile of other areas of the ITV schedule.
TV viewing is continuing to fragment due to an increase in the number of
channels, so it is vital for ITV to position itself as a rounded
channel, rather than a handful of popular shows.
TV viewers are becoming their own schedulers so ITV wants to use the ads
to build loyalty for as many programmes as possible.
The TV campaign will look like a series of promotions and will be
supported by poster and trade press ads.