Blighty

Brand Launch

Brief

  • Inform ABC1 adults of UKTV’s new ‘all British’TV channel, Blighty.

Mediator's Creative Idea

  • We identified three brands that collectively capture the essence of Britishness: Ted Baker, Antler and VisitBritain.
  • Promotional campaigns were created around typically British themes; a good old cup of tea and the British weather.
  • Free Blighty branded tea bags and brollies were distributed as a gift with purchase and a competition to win one of three British short breaks ran across Ted Baker stores, Antler concessions and VisitBritain’s online platforms for three months.
  • The campaign was supported through window displays, POS, national press adverts and a range of digital activity.

Results

  • A reach of 15.6m with a media value of over £1 million.
  • ROI of 6:1.
  • IPM Silver Award 2010 and IPA Bronze Effectiveness Award 2010.