Channel 5 seals £1.2m deal with Viacom as part of autumn rebrand

Channel 5, to be rebranded Five, has struck a 12-month £1.2m deal with Viacom Outdoor for London Underground poster sites, of which ten 48-sheets will be held on a permanent basis.

Channel 5, to be rebranded Five, has struck a 12-month &£1.2m deal with Viacom Outdoor for London Underground poster sites, of which ten 48-sheets will be held on a permanent basis.

As part of the deal, Viacom is creating ten light-boxes for the channel at landmark sites such as Leicester Square, some of which will be placed above the stairs leading to the Underground.

Channel 5 head of marketing Simon Downing claims it is the first time that Channel 5 has entered into a permanent outdoor deal. He says: “The channel’s marketing has historically always been tactical and it has never been able to build any equity. We are now trying to distort people’s perceptions of the channel, then reaffirm its value through constant marketing.”

The channel is also considering long-term contra deals with radio, cinema, press and satellite channel partners as well as a year-long advertising deal with Metro newspaper.

Channel 5 is to embark on a rebranding exercise from September 16 to include new on-air idents and Five logo. Advertising created by TBWA/London for autumn shows such as Live with Chris Moyles, US police drama The Shield, and the Sunday documentary programme Michael Jackson’s Face will also adopt a new look as well as the tagline “see Five”.

It is understood that the channel has spent more than &£1m on outdoor activity nationally for its September campaign through deals with Van Wagner and other outdoor companies. The channel has also struck a short contra-deal with Virgin Radio and taken out national press advertising.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here