Freeview this week kicks off its local press advertising campaign in Copeland, Cumbria, which is the first place in the UK to switch off its analogue TV signal starting on 17th October 2007.
The press adverts will first appear in the Whitehaven News on Thursday, 23rd August and will then run in other local press, including the West Cumbrian Gazette, over the next three months in order to reach the remaining 25,000 non-digital television set owners in the area before switchover starts on 17th October 2007.
The ads feature people from the local community, including Carla Arighi, owner of Arighi’s Fish and Chip Shop; Simon McDowell & Lynn Anderson from Haigh’s Butchers; Gerard and Luke Richardson from Richardson & Sons, Whitehaven’s Fine Wine Merchants and Rob Romano, the Town Cryer. The local residents provide a picture of real-life in the community to help people understand the Freeview channels that will be available and how to receive them.
The press campaign will also be supported by brand advertising on local radio and a series of advertorials in local press.
Sophie Alexander, Head of Consumer Marketing at Freeview said: “By using well-known faces from Whitehaven to explain the benefits of Freeview, the creative has an immediate emotive connection with people living in the local area. The series of ads which carries the strap line ‘We’re all switching to Freeview’ reinforces our position as the best digital TV option for Switchover due to our great quality line up of channels and no subscription service.”
The campaign has been created by 4 Creative and media buying has been handled by M2M.
Sophie Alexander, Head of Consumer Marketing at Freeview said: “Our Christmas advertising campaign was designed to serve two purposes. Firstly, to reach homes that don’t have digital TV and secondly to reach out to our existing customers who are looking for a second set solution.
“By focusing on the simplicity of Freeview, its great channel line-up and demonstrating Freeview’s wide appeal, we can instil pride amongst our Freeview consumers, whilst appealing to those who’ve not yet made their digital choice. With digital switchover in progress we hope that by getting our message out there we can maximise the huge opportunity available and ensure Freeview remains the UK’s most popular digital TV service.”
Television and outdoor campaign by DLKW, online campaign by Grand Union and below the line campaign by 999 Design. Media buying handled by Mediaedge: CIA.