Harari Page has won the £1.5m account for Country Music Television Europe after a pitch against Duckworth Finn Grubb Waters and Bainsfair Sharkey Trott.
CMT Europe is a US-owned company and its marketing is handled by United Artists Programming. Harari Page is planning the first advertising campaign for CMT Europe since the channel was launched in the UK in 1993. The agency has done work for other UAP channels Discovery, The Learning Channel and Bravo.
UAP vice-president for marketing Ashley Faull says the station had been waiting to achieve full 24-hour broadcasting from the Astra satellite before appointing an agency. The channel is still waiting, but decided to go ahead with the appointment of Harari Page.
CMT goes by cable to 3.6 million homes in the UK and a further 5 million in Europe, broadcasting 24 hours. But on satellite, it only broadcasts between 6am and 7pm.
The new campaign, which breaks on television soon, will emphasise “the freedom and escapism of country music” and is aimed at recruiting more viewers. The advertising budget may be increased later in the year.