Channel 5’s text service 5TEXT is launching its first advertising campaign with creative work devised by the Design Clinic and 2m of media bought through Universal McCann.
The agencies, which both work for 5TEXT co-owner BSkyB, were appointed without a pitch by 5TEXT head of marketing Bob Suppiah. The text service is operated by Sky Five Text and is jointly owned by Sky and Channel 5.
The TV, press and radio ads break in January in time for the first wave of summer holiday shopping from the 5TEXT pages. Ads on Channel 5 will run in high-audience slots such as football matches and first-run films and will highlight key text pages, particularly 5TEXT’s holiday and travel section.
Press ads will target travel supplements, holiday editorial sections, and holiday magazines. Ads on drive-time shows and traffic reports will run on local and national radio during the peak holiday buying season.
Robbie Alexander, sales director at 5TEXT, says: “The campaign is designed to get people to consider 5TEXT as the first stop on any holiday or journey.”