Posters celebrates Teletubbies success

LONDON - BBC Worldwide has launched a daring new billboard campaign in Italy for its flagship pre-school TV programme 'Teletubbies', without featuring the odd-looking space age characters.

The posters only show the tops of the heads and antennae of the four Teletubbies, Laa Laa, Po, Tinky Winky and Dipsy, without their name or any BBC branding.

Above their heads the caption says "Look it's us". It's the first time an ad campaign has run in Italy without featuring a logo. It also marks a change in brand strategy for 'Teletubbies' allowing them to be photographed separately and out of the context of their TV show background for the first time.

The poster campaign, which is currently running across billboards in Italy's major cities such as Naples, Rome, Milan and the southern holiday town of Bari, highlight the fact that the current summer series of 'Teletubbies' on Italy's public service broadcaster RAI 2 will continue to run until early 2003 due to the show's growing popularity.

The campaign was devised by Teletubbies' creative team headed up by senior brand manager Annette Hind. BBC Worldwide EMEA is looking at rolling out the campaign in other territories, France being the most likely next candidate.

According to Hind: "The new media creative direction is based on the fact that Teletubbies have become such a well-known, established brand around the world that we can use their characteristic features more creatively and adopt a fresh and dynamic approach to the marketing visuals. It is great to see the concept brought to life for the first time."

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