NEWS: Leisure Process wins TCC rebranding

TCC, the children’s cable and satellite TV channel, has hired the specialist youth agency, the Leisure Process, to give it a stronger image.

TCC, the children’s cable and satellite TV channel, has hired the

specialist youth agency, the Leisure Process, to give it a stronger

image.



TCC, which launched as the Children’s Channel in 1993, aims to target

teenagers during the school summer holidays with a schedule that will

cater for their tastes from 9am through to 5pm.



The Children’s Channel was launched as Britain’s first children’s

station but, as new rivals began to reduce its market share, it changed

its name last year to present a harder image aimed at attracting older

children. Competition is particularly fierce in the four- to nine-year-

old market where rival channels such as Nickelodeon and the Cartoon

Network are very strong.



The Leisure Process beat the design and advertising company, AMM, to the

business, which is expected to have billings of about pounds 1 million a

year. TCC previously handled most of its advertising in-house.



The agency’s first campaign, entitled ‘looks like trouble’, broke on 20

July on Nickelodeon. It features a rapidly changing mixture of black-

and-white and colour film footage, two of TCC’s presenters and a

soundtrack that will be released as a single in September.



There are two executions, which both show clips from TCC programmes. In

the first, they are interspersed with shots of the presenter, Ortis,

performing the song. In the other ad, the clips are intercut with shots

of a fellow presenter, Lucie, pursuing celebrities through the streets

of London.



The commercials, which are being backed by a press campaign in youth

magazines such as Smash Hits and Big!, were written by Jonny Watson and

art directed by Paul Miles. They were produced and directed in-house.

Media is by Pawson Media.



The print campaign was written by Jonny Pittard and John Carver and art

directed by John Carver.



The campaign will initially run for six weeks, then return in a second

bigger drive this autumn, according to TCC’s marketing manager, Nicki

Harris.



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