Five digital launch gets marketing blitz
Broadcaster Five is to launch what it claims will be the biggest campaign for a digital launch in UK history, when a £4m marketing blitz starts next week to back the arrival of Five US and Five Life.
The two digital channels will mark Five's first venture into
multi-channel TV when they launch in mid-October.
The campaign will top the spending by Channel 4 on the back of its move
to make Film4 free-to-air.
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Breaking next Monday (25 September), the campaign will include heavy
on-screen promotion on Five and a string of rival channels, as well as
major outdoor, press and online presence.
Five has also signed a big promotional deal with Freeview to promote the
launches at point-of-sale.
Executive sales director, Mark White, who is spearheading the channels'
digital launch strategy, said: "This will be bigger than any marketing
campaign for any digital channel launch that has gone before.
"By the time it's finished there won't be anyone in the country that
does not know these channels are coming."
Jane Scott, director of marketing, who joined Five from the BBC last
summer, having previously launched the famous BBC "red dancers", is
spearheading the campaign.
Scott has employed creative agency VCCP and media agency Vizeum to
oversee the launch. Both companies had previously been involved in the
revamp of Five's flagship channel identity earlier this year.
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