ITV is launching an integrated marketing campaign to promote its upcoming season of Jane Austen period dramas on ITV1.

The campaign, which breaks on February 25, includes three TV ads as well as cinema, outdoor and press ads. The TV executions have been created by the inhouse team ITV Creative, with M&C Saatchi behind the outdoor and press ads. Media buying has been carried out by Mindshare.

ITV is airing three new Jane Austen adaptations in the season which includes Mansfield Park, Northanger Abbey and Persuasion. The shows star Billie Piper and former Eastenders star Michelle Ryan.

ITV group marketing director David Pemsel says the campaign aims to reflect the concept of the Jane Austen Season which is "all about ITV taking classic stories and presenting them in a fresh contemporary light".