Mustoe Merriman Herring Levy has created a multi-million pound
national television campaign to launch TV Choice, the latest listings
magazine from the German publishing giant, H. Bauer.
Two 30-second spots featuring the former Coronation Street star, Matthew
Marsden, will position the magazine as the simplest and clearest TV
listings guide on the market.
The TV work, which will be supported by a national press and outdoor
campaign, features Marsden walking through an enlarged edition of the
magazine. He explains to viewers that the new magazine has all the soap
news, a huge movie guide and colour-coded pages. The endline is: ’TV
Choice. It makes watching the box even better.’
Damian Horner, business development director at Mustoe Merriman, said:
’By enlarging the magazine to a size and scale beyond all sense of
reality, the commercials highlight the clear and simple layout of this
Bauer also publishes TV Quick, which has a cover price of 62p and a
circulation of 725,795, putting it fifth in the sector. TV Choice will
be published weekly and will be aimed at the cheaper end of the market.
It will sell for 35p and will focus on the five terrestrial TV channels.
It will carry no advertising for the first four issues.
The ads were written and art directed by John Merriman and directed by
Simon Gargette through Union Commercials. Media planning and buying are