Flextech’s UK Horizons, the UKTV factual entertainment channel, is
putting its marketing muscle behind Dinosaur Week, a TV event that kicks
off this Sunday.
The channel has pulled in Virgin Interactive, publisher of the
SonyPlayStation game Dino Crisis, as a sponsor. Ads for the game will
appear on all opening credits, break bumpers and end credits.
The channel has also set up hotlinks between its website and Virgin’s
site to cross promote the TV event.
Flextech is spending pounds 500,000 on a campaign incorporating
30-second spots on Sky and UKTV, and radio and promotional events backed
by online support.
UK Horizons is also collaborating with ONdigital for a campaign that
will air in selected ITV regions.
The programming includes Walking with Dinosaurs, The Making of Jurassic
Park, T-Rex Exposed and Tomorrow’s World Plus: Dinosaur Special.
The TV campaigns will be followed by regional radio support starting on
Off-air activity will include Dino Crisis branding on leaflets and
A seven-foot model of a Utahraptor dinosaur will be erected in Leicester
Square this week to publicise the programming. Dinosaur Week promotional
events will also be staged in five cities across the country.
Guy Martin, sponsorship manager at Flextech Television, said: ’ Dinosaur
Week is a major programming occasion on UK Horizons. The deal will
extend beyond the traditional areas of broadcast sponsorship,
incorporating a number of joint marketing initiatives.’