Bloomberg TV adopts ’chosen few’ strategy

Bloomberg Television is launching a consumer and trade campaign through its recently appointed agency, HPT Brand Response.

Bloomberg Television is launching a consumer and trade campaign

through its recently appointed agency, HPT Brand Response.



A consumer press campaign aimed at increasing the number of Bloomberg

Television subscribers will run in selected publications. It will be

accompanied by a trade press campaign and targeted direct mail programme

aimed at media buyers and decision makers in agencies.



Since HPT’s appointment (Campaign, 20 November 1998), the agency has

been working with Bloomberg to create a brand idea for the business

channel, which draws a high proportion of its viewers from the upper

echelons of the City. The campaign is based around the idea of

’television for the chosen few’. The body copy in one of the ads reads:

’The Bloomberg TV audience is small but perfectly informed. It is also

very rich.’



Robert Campbell and Mark Roalfe, creative directors of Rainey Kelly

Campbell Roalfe, HPT’s sister agency, helped to create the campaign. Kit

Marr, who used to work at Abbott Mead Vickers BBDO, also worked on the

ads with Simon Sinclair, the now-freelance former creative director of

Miller Bainbridge.



Steve Harrison, the creative partner of HPT, said: ’The audience

constitutes a ’golden niche’. If you are advertising luxury goods,

high-ticket items, expensive marques or first class travel, then these

are the people with whom you should be talking. Likewise, as far as

consumers are concerned, if you want to be able to indulge in these

things, then you need to be enjoying and exploiting the insight afforded

by Bloomberg TV.’



Mike Bloomberg, the founder of the US-based operation, is considering

using the agency for a campaign in New York.



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