Ireland’s newest TV station launched at 7.25pm on New Year’s Day with soap opera Emmerdale, followed by a show called Out With The Old, In With The U, presented by Pat Kenny.
“It’s not a day that most TV stations launch, but we want to start the new year in a big way,” Michael Wilson, managing director of UTV said. “The idea is to have everyone sit down for the first night’s entertainment of the year.”
“We’ve got a big job to do to ensure we have national awareness of the channel arriving,” commercial director Daragh Byrne commented.
The station is advertising across a variety of platforms, including outdoor, radio, press, TV and digital, all planned by media agency Starcom.
The campaign, with a tagline of ‘Unmissable’, was designed by the creative team in UTV and Publicis Engage. It aims to show that the station is from Ireland and for Ireland.
“By the end of this year, we want to be the second largest broadcaster channel in Ireland and we are confident that we will do that,” Wilson said.
The core billboard element of the ooh (planned by Starcom and Source out of home) consists of 48 Sheets, Metropoles, Golden Squares, 96 Sheets and bumper 240 Sheets in Ranelagh and in Dun Laoghaire DART Station. T-Sides, Transvision screens and a heavyweight national Adshel campaign complete the activity.
The posters feature shows like Ant and Dec’s Saturday Night Takeaway, Mr Selfridge (starring Jeremy Piven of Entourage fame), The Graham Norton Show, soaps Emmerdale and Coronation Street and the news team.