Red Bee Media gives Gold a festive revamp

LONDON - Red Bee Media has created a set of Christmas-themed idents for UKTV channel Gold and decked its logo out in festive fairy lights to promote its seasonal comedy schedule.

The agency has created four tongue-in-cheek Christmas idents, a navigational kit to guide viewers to upcoming programmes, and programme promos, which will run throughout the Christmas period.

The festive branding is designed to communicate that Gold (Go On Laugh Daily) is the "home of Christmas" with a Christmas comedy special every day at 9pm in December including 'The Royle Family', 'Blackadder', 'Vicar of Dibley' and 'Only Fools and Horses'.

Red Bee Media is continuing the "mind-map" concept it created for Gold's rebrand in October but this time linking the channel to Christmas items including fairy lights, sprigs of mistletoe, crackers, Christmas puddings smothered in custard, baubles and holly.

The Gold logo has been decked with sparkling fairy lights and brussel sprouts and a cheery "ho ho ho" soundtrack accompanies the seasonal idents.

The navigational kit uses presents, cards, snowflakes and robins to guide viewers from programme to programme and the end credits have been draped with bulbs, bows and bells.

Ruth Shabi, group creative director for Red Bee Media, said: "Red Bee Media wanted the Christmas creative to demonstrate that Gold is a destination channel for viewers who want a very merry Christmas.

"The combination of humorous animated graphics and a catchy soundtrack help to communicate the spirit of a Gold comedy Christmas, whilst staying true to the new Gold brand identity."

Paul Moreton, channel head for Gold, said: "Christmas is traditionally when we see our best ratings on Gold as our viewers really associate this time of year with watching the best in British comedy."

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