UKTV’s Gold has today launched a three month experiential campaign with INITIALS Marketing, with the aim of ‘Keeping Britain Cheery’.
The campaign is targeted at ABC1’s in the over 35 age bracket, ad hopes to increase engagement with the channel and promote Gold’s winter schedule.
Hik Sasaki, senior marketing manager for Gold, said: “Many consumers think of Gold as a repeats channel as its current association is with older content. But in fact, Gold is now creating more of its own exclusive shows than ever before.
“This winter Gold is bringing back some of Britain’s best classic comedies combined with a selection of exciting new commissions, so raising awareness for the shows is essential. Following our recent activity at London Victoria Station to promote Five Go To Rehab, we wanted something that would provide just as much intrigue and an experience to remember. INITIALS’ has delivered this in ‘Keeping Britain Cheery’ with creative and an experience that combines home comforts with nostalgia of the programmes they will remember having watched Christmas’ gone by.”
The national tour kicks off at The Bullring in Birmingham, with shoppers given the chance to relax with a cup of tea and watch clips of shows set to air on Gold throughout the winter months.
Brand ambassadors will be giving away Gold branded knitted phone cosies to consumers who text the word ‘Gold’ to the campaign shortcode or tweet #GoldWinterWarmers. They will then be put in a draw to win one of 250 exclusive knitted jumpers.
Chris Wareham, head of experiential at INITIALS, added: “The focus of this campaign was all about creating a talking point and experience that would engage new and lapsed fans of Gold, while promoting the great new shows airing this winter. By creating a stand that offers a resting place similar to their own living rooms, we hope to remind consumers of the laughs and good times they previously have and still can enjoy with Gold. Promotions and giveaways like the knitted phone cosies provide instant gratification and serve as a continued reminder of the brand when the consumer is at home or on the move.”