launches online TV channel

By Alex Brownsell,, Tuesday, 11 May 2010 12:36PM

LONDON - is launching a new online TV channel, as it looks to transform itself into a hub for destination information.

Louis Spence: stars in Louis Spence: stars in viral video

Louis Spence: stars in Louis Spence: stars in viral video

The new channel, to be found at, will feature a mixture of ad campaign material and dedicated content. The site is being developed by digital content specialists Adjust Your Set, which has created similar websites for M&S and Thomas Pink.

The move is part of a wider strategy by UK and Ireland marketing director Mark Fells to develop the brand into a one-stop shop for consumers planning their free time.

As well as streaming's current TV ad campaign, by incumbent ad agency Karmarama, the site is showing a viral video featuring Louis Spence, the star of Sky One documentary series ‘Pineapple Dance Studios'.

The humorous viral, which promoted's theatre ticket offering, shows Louis traversing London in search of 'the perfect lift'.

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