IPA Awards: Bronze Award - Best Media: Eden and Blighty

Sponsored by DDS

Title: Reinvigorating the factual TV genre
Client: UKTV
Entrants: UKTV, Red Bee Media
Authors: Hannah Wren, Red Bee Media; Sara Holt, UKTV
Contributing authors: Julia Jordan, Amy Greatbatch, Mark Stonehouse,
Laura Bryce, UKTV; Sarah Goldman, IDS; Dino Myers-Lamptey, Rocket PHD
Media used: TV, national newspapers, magazines, cinema, internet, direct
marketing, PR, word of mouth, viral, search, other

In a nutshell

Using partnerships with non-media brands allowed the rebranding of UKTV Documentary as Eden, and UKTV People as Blighty, to become alive in the outside world and generate a projected payback over the next four years of £9.1 million.

Summary: UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue. Faced with factual pay-TV subscribers not watching the factual pay-TV channels, UKTV Documentary and UKTV People needed rebranding to increase their brand awareness and viewers. Partnerships with non-media brands, such as Ted Baker and Lonely Planet, were used to extend the brands beyond the reach of traditional media and allow them to become alive in the outside world. These partnerships enabled everything from bookmarks to shop windows to become unique media spaces in which to build the brand. Rebrand success brought new viewers to the factual pay-TV category, grew channel performance and generated a projected payback over the next four years of £9.1 million.

Judge's comment: The Eden and Blighty case study was a great story of how rebranding, developing partnerships and investing money in hard times attracted new viewers to the pay-per-view strand.

- Sophie Castell, former head of marketing, RNIB.