Rapture, the cable TV channel aimed at teenagers, has awarded the
creative element of its pounds 750,000 advertising account to the
McWilliams Partnership, and the media buying task to Full Circle Media,
BBJ Media Services’ specialist youth media strategy company.
The two agencies have already produced the cable channel’s first
national press campaign, which supports Rapture’s GCSE revision Internet
site, set up in conjunction with Telewest and Anglia Multimedia.
The advertising breaks this week in the Express, whose parent company,
United News & Media, has a substantial minority stake in Rapture.
The ads will mimic the front page of the Website and use the slogan:
’Ease your way through GCSEs with Rapture TV.’ Adam Stanhope, the
founder director of Rapture, said: ’This is part of a brand-building
campaign but it is strongly integrated with the product.’
In the past, Rapture has worked with a number of agencies on an ad hoc
basis, including the McWilliams Partnership and Full Circle Media. When
the channel launched last November it adopted a ’soft’ approach to
advertising and promotion, using campaigns on local radio, in teen
magazines and Emap’s computer press.
Rapture, whose programming targets 12- to 20-year-olds, is broadcast
between 10am and 8pm at weekends on the Telewest cable. It can be
received by about half a million homes.