ITV1 to launch upbeat brand campaign

ITV is launching a multimedia marketing campaign aimed at promoting its flagship ITV1 channel as carrying “upbeat” programming.

The “Beach” brand campaign, the channel’s first, has been created by Bartle Bogle Hegarty and breaks Saturday (April 11) during the programme Britain’s Got Talent. It will include TV, cinema and online activity.

The ad, which uses the strapline “The Brighter Side”, aims to set ITV apart from competitors and remind viewers that ITV1 is one of the country’s “most loved” brands. It also aims to remind advertisers that TV is still a “powerful” medium.

The 90 and 60-second spots show children exploring a grey and boring country until they pierce the clouds above by throwing stones, allowing the “brighter side” to emerge.

David Pemsel, group marketing director of ITV, says the ITV1 brand is “synonymous with optimism and universal shared experiences” and that the campaign is about “building and owning this territory to create greater engagement and loyalty with our viewers”.