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91Èȱ¬ iPlayer to shine this Christmas as full marketing launch is unveiled
Sir David Attenborough, Jeremy Clarkson, Jo Whiley and Mark Radcliffe are just some of the stars featuring in the 91Èȱ¬'s multi-media campaign for 91Èȱ¬ iPlayer, which launches on Christmas Day.
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The first phase of the campaign will feature a dynamic mix of on and off-air activity, with key 91Èȱ¬ talent highlighting their own unmissable moments from 91Èȱ¬ Television.
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Innovative digital media sits right at the heart of the media strategy. Nationwide City Screens, Street-Live Screens and large format posters will feature the campaign strapline "91Èȱ¬ iPlayer. Making the unmissable, unmissable" and showcase great moments from programmes available on 91Èȱ¬ iPlayer.
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Across London, digital bus sides and digital escalator panels will also encourage a mainstream audience to catch up on programmes they love with a direct call to action.
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Kerry Moss, Head of Marketing, 91Èȱ¬ iPlayer, explains: "With 91Èȱ¬ iPlayer, audiences will be able to go online to watch or download around 250 different 91Èȱ¬ programmes from the last seven days.
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"The launch campaign aims to bring 91Èȱ¬ iPlayer to a mass, mainstream audience.
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"We recognise that, for a large part of our audience, the 'net is not currently somewhere they're used to going to watch or download TV programmes and so we have developed a campaign that highlights the ultimate benefit of 91Èȱ¬ iPlayer – that the audience no longer has to miss out on their favourite 91Èȱ¬ programmes.
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"The challenge was to maintain a single-minded approach, whilst maximising the individual benefits of a broad variety of media."
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In the New Year further activity will roll out, including targeted press advertising, an email campaign, collaborations with media partner sites and a series of homepage takeovers.
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This will be complemented by a consumer PR campaign across the full spectrum of consumer and media publications.
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Advertising agency RKCR Y&R was appointed to develop the 91Èȱ¬ iPlayer campaign. Their strategy "91Èȱ¬ iPlayer. Making the unmissable, unmissable." led to striking creative executions from the 91Èȱ¬ iPlayer palette of black, white and magenta.
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The TV trail campaign was produced by Red Bee, whilst 91Èȱ¬ Radio Cross Trails executed the radio trails.
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Agency Republic was responsible for the online activity, and worked with Right Now Technologies and Capita to implement the email campaign.
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Off-air media was planned and bought by MPG.
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Notes to Editors
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91Èȱ¬ iPlayer launched to the pubic in beta on 27 July 2007.
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Since then streaming has been incorporated, giving viewers the opportunity to watch a programme straight away, as well as the downloading function which allows PC users to keep programmes on their computer for 30 days.
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Future phases of 91Èȱ¬ iPlayer will include the full integration of 91Èȱ¬ Radio Player, as well as making 91Èȱ¬ iPlayer available on TV platforms, starting with Virgin Media, mobile phones and other hand held devices.
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