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.