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Virgin 1 to offer 'proper telly'
Virgin Media Television is aiming to position its new entertainment channel as a destination for "proper telly" in its launch advertising campaign.
The ad campaign, which breaks on Friday, aims to promote the launch of Virgin 1 on satellite, cable and Freeview on Monday night.
The campaign will use a broad mix of TV, press, national newspaper, online and cinema advertising to highlight the kind of programming the general entertainment channel is offering in its first month's schedule.
The 40-second TV and cinema ad features clips of shows such as The Riches, starring Minnie Driver and Eddie Izzard; The Sarah Connor Chronicles; Boston Legal and The Unit.
The ad is interspersed with statements such as "No soaps", "No makeovers" and "No nonsense", which aim to create a brand identity for the channel.
The TV ad, which will run on channels including ITV2, ITV3, ITV4, E4, More4, Film4 and Five US, ends with the strapline "proper telly".
However while VMTV has used TV to promote high-profile US shows, YouTube has been used to muster up interest in an altogether different type of show running on launch night called Penis Envy.
A clip about the one-hour documentary on "penis anxiety", which has been made by production company TwoFour Broadcast, has been posted on YouTube, promoting the fact it airs at 11pm on Monday night.
"We believe that Virgin 1 can speak for itself so our marketing campaign is designed to deliver a clear, no-nonsense idea of what the channel is all about and when it launches," said the VMTV head of marketing, Jon King.
Two week-long cinema campaigns are set to break on October 5 and October 19 and will air in every cinema in the UK before films including The Kingdom, The Heartbreak Kid and Stardust.
Press advertising will include full-page display ads in all national newspapers on Monday, followed by two weeks of programme-specific advertisements with highlights from the schedule.
Media planning and buying for the campaign has been handled by PHD Rocket. TV and cinema ads were created in-house with online and press creative developed by The Gallery.
Regards Satdude.
Virgin Media Television is aiming to position its new entertainment channel as a destination for "proper telly" in its launch advertising campaign.
The ad campaign, which breaks on Friday, aims to promote the launch of Virgin 1 on satellite, cable and Freeview on Monday night.
The campaign will use a broad mix of TV, press, national newspaper, online and cinema advertising to highlight the kind of programming the general entertainment channel is offering in its first month's schedule.
The 40-second TV and cinema ad features clips of shows such as The Riches, starring Minnie Driver and Eddie Izzard; The Sarah Connor Chronicles; Boston Legal and The Unit.
The ad is interspersed with statements such as "No soaps", "No makeovers" and "No nonsense", which aim to create a brand identity for the channel.
The TV ad, which will run on channels including ITV2, ITV3, ITV4, E4, More4, Film4 and Five US, ends with the strapline "proper telly".
However while VMTV has used TV to promote high-profile US shows, YouTube has been used to muster up interest in an altogether different type of show running on launch night called Penis Envy.
A clip about the one-hour documentary on "penis anxiety", which has been made by production company TwoFour Broadcast, has been posted on YouTube, promoting the fact it airs at 11pm on Monday night.
"We believe that Virgin 1 can speak for itself so our marketing campaign is designed to deliver a clear, no-nonsense idea of what the channel is all about and when it launches," said the VMTV head of marketing, Jon King.
Two week-long cinema campaigns are set to break on October 5 and October 19 and will air in every cinema in the UK before films including The Kingdom, The Heartbreak Kid and Stardust.
Press advertising will include full-page display ads in all national newspapers on Monday, followed by two weeks of programme-specific advertisements with highlights from the schedule.
Media planning and buying for the campaign has been handled by PHD Rocket. TV and cinema ads were created in-house with online and press creative developed by The Gallery.
Regards Satdude.
