Five searches for off-air brand experience

Television channel Five is talking to agencies about developing innovative marketing ideas around key programmes that will allow potential viewers to experience the TV brand off-air.

Five marketing director David Pullan says: “We are looking to do some experiential marketing.

“We are looking at creative ideas that we can do on the ground – not some roadshow, but something else that will allow people to engage with the brand.”

Marketing agencies, public relations agencies and throughthe-line specialists are being consulted.

Pullan believes that there will be a wave of interest among marketers in experiential marketing this year.

He adds: “In a sense, marketing is prone to fads. Ethical marketing was last year’s big thing and customer relationship management the year before’s.”

Pullan used the technique in his previous job at MTV, where the brand hosted parties and music and lifestyle-led events.

But in contrast to MTV, where the brand is defined by its programming, Five is a general entertainment channel, forcing Pullan to focus on key programmes such as Home and Away and genres such as film.

In a world where consumers are becoming used to being bombarded with commercial messages through traditional media, experiential marketing is

being touted as an opportunity for brands to reach consumers by another route.

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