New Leagas Delaney posters back up TV start of BBC Digital

Leagas Delaney unveils a striking national poster campaign next week to support the launch of BBC Choice, the BBC’s digital channel.

Leagas Delaney unveils a striking national poster campaign next

week to support the launch of BBC Choice, the BBC’s digital channel.



The 48-sheet posters, which break on 26 October, aim to raise awareness

of the channel among viewers following its launch last month. This is

the first time BBC TV has used posters to communicate its message since

the Atlanta Olympic Games in 1996.



The creative work features a large, comfortable-looking sofa with three

’reserved’ signs placed on it. The endline reads: ’BBC Digital. The

adventure starts here.’



Anne Foster, the BBC marketing manager, said: ’We chose posters to drive

high levels of awareness. We wanted to establish the channel as having a

real structure, as a companion channel to BBC1 and BBC2. This launch has

an important role to play in driving perceptions of the BBC, which has a

pioneering role in digital.’



The campaign, which will run for three weeks, supports the current TV

promotional film starring the Birds of a Feather actress, Pauline

Quirke.



In the film, she explains what the channel will add to existing BBC

services.



Foster said: ’The posters will complement the rest of the campaign

effort.



This is a launch concentrating on the channel proposition rather than

specific programmes.’



The campaign was created at Leagas Delaney by the copywriter, Simon

Roseblade, and the art director, Glenn Gibbins. Media planning and

buying is through New PHD.



This is very much a channel launch concentrating on the name and channel

proposition rather than specific programmes.’



The BBC launched BBC Choice on 23 September. The free-to-air channel,

screening general entertainment shows and complementary programming to

BBC 1 and 2, will be available on all digital platforms.



The campaign was created at Leagas Delaney by copywriter XXX and art

director XXX. Media planning and buying is through New PHD.



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