Living TV is launching a &£1m integrated campaign to promote its Friday night crime shows Criminal Minds and CSI: Miami.
The Flextech-owned digital channel’s in-house marketing and creative services team worked with agency The Gallery to create both campaigns, which break on Friday (March 17). Both programmes begin showing on Living TV on the same day.
The creative work for CSI: Miami, filmed on location in Miami, will use the yellow police tape across a crime scene to highlight key messages such as “CSI: Friday and “Post-mortem – Post watershed”. Work for Criminal Minds uses ink-blot “psychological test”-style images featuring knives, guns and skulls, with the strapline “To catch one, you have to think like one”.
Media planning and buying has been carried out by Rocket, part of the PHD group. Activity is concentrated on Fridays, the day of transmission, which Living TV bosses hope will give the campaign greater standout and impact in a cluttered market.
The campaigns will run across digital and terrestrial television, national press and radio, online and outdoor. The shows will also be cross-promoted on Flextech’s family of channels.