LWT unveils push for new TV programmes

London Weekend Television begins a 500,000 press, radio and poster campaign this week to promote a series of new programme launches.

A poster drive in London British Rail stations and on the Underground will support three new programmes: a late-night chat show with Jonathan Ross; the hospital drama Staying Alive; and Kiss & Tell, a thriller about a police woman acting as a lonely heart to trap a killer.

In addition to the posters there is an innovative small space strategy being used in the press.

Kiss & Tell will be advertised in the lonely hearts columns of regional newspapers.

Des Res, a new programme about unique houses in London, will be advertised in property sections of papers.

There will also be ongoing strip ads on the TV pages of the Evening Standard each Friday to highlight LWT shows over the weekend.

The press and posters will be supported by radio ads on Heart FM and Capital FM and a series of on air five-second ad blasts.

The campaign is a sign of improving confidence at LWT. After a poor first half of the year in viewing terms it has seen its share of viewing rise to 56 per cent on peak-time Sundays since the start of the BBC’s Rhodes drama.

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