TV Licensing appoints TRO for experiential campaign

TRO, the experiential agency, has been appointed to handle a new project for TV Licensing, following a pitch.

The project was pitched against three other undisclosed agencies and overseen by TV Licensing and its DM agency Proximity.

TRO has been tasked with raising awareness among students about the legal requirement for individual ownership of a television licence in halls of residence. The agency will produce a face-to-face marketing campaign, visiting approximately 50 universities around the UK.

It will recruit a squad of students to spread the word among their peers during the September-October freshers period, with the ultimate objective of encouraging licence sales, both among students in halls and also those in private housing.

One of the campaign’s other key objectives will be to explain the legal position for students wanting to watch programmes either on a TV set or streamed through a laptop.

In December last year Proximity came under fire for sending out inaccurate information in letters relating to TV licensing. The BBC is currently re-tendering the business.

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