Teletext rolls out 8m identity campaign

Teletext is rolling out an £8m campaign to support the launch of its new identity and prove it is not an “out of date” brand in a digital world.

The new brand positioning and identity break on March 9, promoting Teletext’s editorial and holiday products across digital TV, online and mobile platforms. Teletext is also launching services including Teletext Extra and Teletext Games.

Its new campaign features the strapline “Teletext. No blah blah”, which marketing director Ash Makkar says marks a strategy highlighting the simplicity of the brand in a world “overwhelmed by more”.

Design company Venture 3 has created the identity. Clemmow Hornby Inge (CHI) has created the campaign, with media planning and buying by Vizeum. The campaign will run across TV, outdoor, radio and press.

Makkar says: “We need to move our perceptions on from analogue.” He adds that the marketing strategy will focus on putting its editorial content at the heart of the brand, after almost a decade of focusing exclusively on its Teletext Holiday product.

Teletext Extra will be available on Freeview and include an electronic programme guide (EPG) with a 14-day TV listings guide. The enhanced service is high-definition ready and offers instant page uploading.

Teletext Games on TV, available on Freeview, is the platform’s first fixed-odds gaming channel available via the brand’s service on Channel 4. Teletext already offers gaming online and on mobile phones.

Teletext was launched in 1993 after winning the licence to broadcast the public text service behind ITV and Channel 4.