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Channel 5 launches poster work.
Channel 5 is shifting away from its traditional media strategy as it launches a 4 million [pounds sterling] press and poster campaign aimed at boosting its peaktime audience figures.
The broadcaster's media spend has, traditionally, been spread across the entire autumn TV season. This year, however, Channel 5 is pouring most of its budget into a concentrated October drive aimed at building primetime audience share up towards the 10 per cent mark.
"We're trying to build a brand," Channel 5's deputy marketing director, David Bainbridge, said. "Ideally, we'd like to be on telly, but that's simply not feasible with our budgets. We felt the best way of breaking through to the maximum number of people was to concentrate our spend into a month, when we would never be out of people's faces."
The latest campaign, which is through Walsh Trott Chick Smith, will have a strong central motif beyond the consistent swipes at opposing channels and public figures. The executions will feature photographs of celebrities all wearing graffiti cartoon smiles after watching their favourite Channel 5 programmes.
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