Channel 4 launches integrated TV and press campaign

Channel 4 is launching an integrated TV and press campaign to promote its new lunchtime attheraces programme, which includes an interactive betting facility that allows consumers to place bets via the remote control. It starts on Monday with a TV spot called 'Get Off You're Hurting Me', which shows viewers excited by live lunchtime racing. Designed to show the simplicity of the service, the 30-second spots will air on Sky and during Premiership football matches on Sky's Pub Channel. The campaign features ads and inserts in the national and racing press, including a 'bib' insert, to protect viewers from food spillages caused by over-excitement. The creative is by 4Creative and media was planned and bought by OMD UK.