The History Channel has appointed the creative agency Cuba & Monkey, the strategic communications agency, without a pitch to handle its &£1m advertising account.
The two have worked together to devise an advertising strategy that promotes key programme seasons.
The strategy uses a mix of media from TV promotions through to targeted ambient media.
In the past The History Channel relied on in-house and freelance creatives to come up with ideas to promote the channel. Media was handled by Universal McCann, but is now being bought by Equinox.
The first set of work focuses on The World at War season, which is being transmitted on weekdays throughout September. Support, using a mix of posters and television and press advertising, is initially being centred around London. Posters on the London Underground will give a gentle reminder to commuters of the devastation caused by the Blitz. Girls dressed in period costume will hand out leaflets at the major London railway stations.
The next burst of activity will focus on Black History Month in October.
History Channel head of marketing Nicki Harris says: “The History Channel has built a loyal and dedicated viewing audience and now we are looking to extend our message to a broader audience.”
The History Channel launched in November 1995 and is a joint venture between A&E Television Networks and BSkyB. It is available on Sky, NTL and Telewest.