ITV and Telegraph link up for online promotion

by Nikki Sandison, Brand Republic 18-Mar-08, 15:30

LONDON - ITV1 and the Daily Telegraph have formed an online partnership to promote Melvyn Bragg's new series 'Travels in Written Britain', which starts on April 6.

The Telegraph and ITV1 said that there was strong synergy for both readers and viewers to marry up on this particular project.

The Telegraph has built a microsite with exclusive clips, photography and information from the series, which promises to take viewers on a literary tour of the kingdom.

The site went live at the weekend with the Telegraph's readers alerted to it through a feature written by Melvyn Bragg, which ran in the Arts and Review section of Saturday's paper.

This will be followed by a front cover feature in the Saturday Telegraph's TV magazine, running during the week of transmission.

The microsite features maps built from the journeys made in the series and chat areas for readers' forums.

Holly Palin, head of arts and drama publicity at ITV, said: "This is the kind of initiative that can only come about thanks to the web.

"It's a great example of two very different brands working together for the benefit of their audiences. This kind of promotion is very much part of the new armoury of TV publicists."