Discovery Networks UK is relaunching its Real Time lifestyle channel as the broadcaster aims to capitalise on its “varied” audience.
It is also launching its biggest marketing campaign this year to support flagship Real Time show London Ink, which airs later this month.
It will launch a new on-air identity and brand refresh for Discovery Real Time on Saturday, which has been created by advertising agency Spin.
A Discovery spokeswoman says that Real Time can seem like a “complicated place” because of the varied programming.
She says the channel has decided to embrace that juxtaposition by dividing the identity into five separate genres, including hobbies, such as fishing and retreats, medical themes and building or home themes.
The new look will help align the on-air identity with the programming and help connect with an audience that is alternatively male or female-skewed.
The brand campaign for London Ink is aimed at a younger, fresher audience and has been developed by Mother, which worked with Discovery on a project basis.
The campaign includes on-air promos supported by ambient media, cinema and press advertising and a microsite.
London Ink follows the fortunes of a London tattoo parlour and the advertising hinges around the idea that the city is getting “inked”.
Ambient and outdoor elements include sculptural billboards of human body parts adorned with tattoos designed by the show’s chief tattooist.