Living, the Virgin Media Television-owned entertainment channel, is launching a campaign to promote the fifth series of Britain’s Next Top Model.
The integrated campaign, launching on Monday (April 6), will feature models from the series using a 40s style wartime theme. It features presenter Lisa Snowdon as the ‘commander’ of her model army saluting the troops.
The campaign will have a multi-media focus aimed at tapping into the show’s key 16-24 audience. It includes activity on social networking sites such as Bebo, MySpace, Facebook and Twitter.
There will also be outdoor ads with over 3,000 posters appearing in shopping centres and retail outlets across the UK. Additionally, a variety of TV ads will run throughout a six week pre-launch and launch campaign.
Media buying was handled by Manning Gottlieb OMD, with planning by GoodStuff. The creative was devised in-house.
Strategic on-brand partnerships have also been brokered, which will see the brand appearing on the high street through shoe store Faith and beauty brand Nails Inc. Activity will include online, in-store branding, concessions and competitions. Both brand partners are also involved in the editorial of the series in certain episodes.
For the third year running the show’s sponsor, Vauxhall, is investing in its Vauxhall Style Events, where it will search for “The Face of Tigra 2009”, in association with Living and Britain’s Next Top Model.