ITV has launched a new campaign promoting it’s new ITV1 HD offering. The TV and cinema campaign launched on 9 April and features the tagline: “The Brighter Side Just Got Brighter”. Heavy on-air promotion across ITV channels features Ant and Dec explaining the benefits of HD and transforming into HD versions of themselves.
In addition, ITV has launched a set of 4 new idents, as well as an evolved on-screen presentation system that includes an updated ITV1 logo. The ITV1 HD campaign and new idents were developed by in-house agency ITV Creative.
ITV’s HD campaign is also being supported with a nationwide press and poster push, developed by ad agency BBH, that features an array of talent including Harry Hill, Philip Schofield and Piers Morgan in glamorous poses.
“Beyond the functional benefits, high definition heightens the emotional benefit of the ITV1 channel brand itself.” said David Pemsel, group marketing director at ITV. “This is an opportunity to drive brand reputation as well as viewing.”