ITV backs tween drama with largest campaign

ITV is gearing up for its biggest marketing campaign of 2008 to support its new High School Musical-meets-Fame “tween” drama, Britannia High. It is worth an estimated £2m.

The broadcaster is also involved in a number of licensing and merchandising deals around the brand. The range is expected to hit shops in the run-up to Christmas.

ITV Productions and co-maker Universal Music are hoping to expand Britannia High across products such as clothing, books and jewellery.

The drama will air in a primetime slot on ITV1 later this autumn, culminating in a 90-minute “finale” around Christmas. The drama features music by Take That songwriter Gary Barlow.

Content from the show will also run online, through mobile phones and red button services. Ads will run across ITV1 and its digital channels, as well as ITV’s mobile and internet portals.

A 60-second cinema ad will air during Disney’s High School Musical 3, as well as other teen and tween films.

A press campaign will target the tween market, including a 16-page pullout in TOTP magazine, and campaigns in other family and celebrity titles, including an eight-page pull-out in OK! magazine. Off-air activity has been created by Bartle Bogle Hegarty, and on-screen by ITV creative.

Sites including MySpace, Disney and Bebo will host exclusive Britannia High content in a digital campaign created by Dare Digital.

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