Miles Calcraft Briginshaw Duffy is launching its debut work for the
Radio Times, repositioning the title as ’the best thing on TV’.
The national press, poster and radio campaign, which breaks this week,
aims to communicate several new features that have been introduced to
the magazine following its September relaunch.
’Together we have developed a campaign that is clean, fresh and
impactful - exactly like the magazine,’ Jeremy Miles, chairman of Miles
Calcraft, said. ’The Radio Times is the best thing on TV and we hope
that the executions will demonstrate, both in terms of navigation and
guidance, that no other publication offers the authority and depth of
coverage provided by the new-look Radio Times.’
The campaign incorporates lines including: ’At last a station timetable
you can understand’, ’Don’t watch TV in the dark’, ’The broadcasting
authority’ and ’Don’t get lost when you get home’.
The ads were written and art directed by Paul Briginshaw and Malcolm
Duffy. Photography is by David Hariman. Media planning and buying are
through New PHD.