UKTV is supporting the launch of its new hidden camera programme, Tarrant Lets The Kids Loose, with an integrated marketing campaign.
Hosted by Chris Tarrant, the show will make its debut on 4 October on the UKTV channel Watch. It sees children put into adult situations, such as running a cafe, a radio station or a hair salon.
The young stars of the show only realise their surreal day is part of the programme when they sit in a live studio audience with their families.
A marketing campaign has been created to promote the new show, aimed at mainstream couples aged 20-45 and their families.
Developed by Red Bee Media, the 11-week campaign will run across TV, radio, outdoor and online.
The media schedule was planned by Rocket, part of the PHD group. Rocket also developed a content partnership with sister agency Drum and the Heart Network to find new DJ talent aged under 12 years old.
The radio promotion launches on 30 September, with a two-week recruitment drive inviting budding DJs to record their own radio show in the Heart studios in London.
The station’s judging panel will select four winners from the phone message auditions to record vodcasts, which will be made available on its website. Excerpts from the winning submissions will also be played nationwide across the Heart network from 21 October as a series of advertorials to promote the new Watch programme.
In other marketing activity, Headstream PR will launch a digital seeding campaign aimed at engaging all age groups.