MEDIA: STRATEGY OF THE WEEK - BBC SUMMER SCHEDULE. The BBC wants wide appeal for its coverage of summer events

"BBC Summer is here" is a multimedia campaign that unites a diverse range of sporting and musical events under one umbrella.

Its aim is to entice television and radio audiences into trying something a little different, to get away from their usual choice of viewing or listening this summer, while creating an air of anticipation around the BBC's broadcast schedule.

The initial three television executions unify the BBC's summer schedule by featuring feet testing out a swimming pool, grass and a sandy beach for the first time.

"The feet are meant to whet viewers' appetites and create excitement about what is to come," Magnus Djaba, an account manager at the BBC's creative agency, Fallon, says. "We wanted to capture beautiful moments that people could identify with."

These 30-second ads, which use a logo created by the design agency, Duffy, were launched last week. Another five spots will follow between now and the end of the campaign, in mid-September.

Supporting ads, which feature the 25 events included in "BBC Summer is here", are due to reach TV screens in the near future as the individual event dates draw closer.

But the theme of "freeing your feet" remains the underlying focus for the advertising campaign.

The concept of sampling unknown territory is central to both the creative presentations and the media strategy for the campaign.

In planning the media, the BBC focused on appealing to existing audiences, while bringing in new viewers for established events. For this reason, and in contrast to normal planning procedures, there is no fixed schedule for the TV or radio spots, which will run on BBC stations. In this way, the BBC hopes to reach young and old alike and convince them to try something different. The TV, radio and online elements to the campaign were planned through BBC Broadcast with the outdoor poster space bought by PHD.

Neeta Gupta, a planner at the BBC, says: "Obviously we will be trying to talk to younger people for the youth events but the ads will be largely mixed up. The whole idea is not only to bring the events to a bigger audience but to show people things that they haven't already seen and attract them to events they might not normally be interested in."

Royal Ascot is one of the first events due to be screened on the BBC.

Glastonbury, Wimbledon, the Reading and Leeds festivals and Creamfields dance music event will also be covered.

There will be 48- and 96-sheet posters in prominent locations across the country. The posters will each focus on an individual event being held over the summer.

"The BBC Summer message talks to everyone, although analysis of lifestyles and interests of smaller groups has informed media strategy," Gupta says.

"The deliveries are timed to affect planned viewing and to provide immediacy at broadcast times."

A dedicated website will enable users to access information about local and national events.

In addition, there will be a series of promotions running across national newspaper titles that give readers the chance to win tickets to the events. The promotion, called "golden tickets", was created by The Promotions Factory.

In general, the BBC has steered away from including any direct marketing in the campaign.

"We can pretty much reach all of our target audience because virtually everyone will watch some BBC1 or listen to one of our radio stations during the day," Gupta says. "So we didn't feel there was any need to include some of the other types of media."