The Sci-Fi Channel has appointed Karmarama to handle the seven-figure advertising account for the UK launch of the popular US drama Heroes.
The agency has been charged with developing an integrated marketing campaign including a significant outdoor drive to support the launch of the programme. It is understood to be the largest campaign for the channel to date.
Karmarama was appointed to the account without a formal pitch on the strength of work previously carried out on a project basis. Rocket PHD handles media planning and buying for Sci-Fi Europe.
The campaign breaks in February ahead of the UK series launch on February 19. The show will air exclusively on the Sci-Fi Channel for the first six months with BBC2 securing the rights for terrestrial TV thereafter.
The drama, which chronicles the lives of ordinary people who discover they possess extraordinary abilities, is entering its second season in the US after proving hugely popular among audiences.
The Sci-Fi Channel is owned by NBC Universal Global Networks, a division of NBC Universal.
Last year Sky Media, BSkyB’s advertising sales division, was appointed to handle UK ad sales for the channel. As part of the deal, which came into force on January 1, Sky Media was tasked with extending sales and targeting young audiences.
Late last year Karmarama was reported to be working with the leader of the Conservative party David Cameron after the party parted company with M&C Saatchi (MW September 7, 2006).