Freeview today unveiled ‘Free TV Land’, a new brand look and feel, developed to engage with consumers and communicate the central values of the free-to-air digital TV service – free, simple and inclusive.
Freeview has enjoyed ongoing success and strong growth since its launch in 2002. Now in 8.6 million UK homes, Freeview’s role in bringing the benefits of digital TV to consumers has become increasingly important in the run-up to digital switchover. ‘Free TV Land’, with the new strapline ‘where great TV is free’, has been designed to create a stronger ongoing relationship between the viewer and Freeview by emphasising the values that consumers love the most.
The new creative ‘Free TV Land – where great TV is free’ will be used across Freeview’s communications, including in-store material, marketing collateral, PR and online. Information packs will be sent directly to homes and can be picked up in high street retailers. Point-of–sale material will include leaflets, tent cards and TV vinyls, as well as pocket guides for retail staff.
Freeview worked with Branded to evolve the brand identity and design agency 999 to develop the creative.
Liz Reynolds, Head of Strategic Marketing, Freeview, said, “The digital TV landscape can be a confusing and complex place for consumers. Freeview’s success is built upon the simplicity of our offering combined with a fantastic channel line-up and great value for money. Free TV Land celebrates everything that viewers love about Freeview. We’re seen as the home of free digital TV and our new creative gives us a more defined personality and identity, enabling us to build a stronger ongoing relationship with our viewers.”