TV Times has revealed its first branding campaign since the
deregulation of the listings magazine sector, as it seeks to reposition
itself as the magazine with the inside track on TV gossip.
The IPC title is spending pounds 1 million this year in the Yorkshire
Tyne Tees region alone, before rolling out the campaign nationally next
year.
The advertising, which breaks on 12 October, is the first work from
Delaney Fletcher Bozell since picking up the account in May.
TV Times is adopting an aggressive advertising stance in a bid to shore
up its declining sales, as well as market the substantial changes made
to the magazine last September.
The campaign will run on ITV, six-sheet posters and local radio,
supported by a below-the-line push, and will feature the TV star,
Samantha Janus, and the footballer turned TV personality, Ally
McCoist.
The TV ads mimic a paparazzi photographer stalking a star, with one
execution trailing Janus as she walks through a park, while the other
peeks around a bathroom door to find a soap-lathered McCoist. In both
ads, the camera homes in as the voiceover asks: ’How would you like to
get this close to your favourite star?’ They end as the stars greet the
camera and the voiceover declares: ’Because the TV Times has such a
close relationship with the stars, they can get you this close.’
The TV ads were art directed by Gary Betts, written by Malcolm Green and
directed by Steve Reeves at Stark. Media was by CIA Medianetwork.
