PBS UK is to launch a marketing campaign this weekend ahead of the channel launch next Tuesday, incorporating media partnerships with the Daily Telegraph and The Week.
Created by Hypernaked, with media buying by the7stars, the campaign will go live on Saturday 29 October with a four page cover wrap around the Telegraph’s Saturday Review magazine and will run for a further five weeks.
The spread features an internal double page spread advertorial highlighting key programming strands including Nova, Frontline, American Experience and PBS Newshour, as well as highlighting Ken Burn’s Prohibition on the front cover and featuring Hypernaked’s ‘burger brain’ creative as a full page advert on the back.
There will also be ATV adverts in national newspapers to coincide with launch including Metro, the Independent, The Times, The Guardian – as well as sponsorship of Guardian podcasts -, City AM and the Evening Standard, as well as a full page advertorial in The Week.
Digital activity also includes the Telegraph website, The Huffington Post, takes overs of TVGuide.co.uk and Onthebox.co.uk, geo-targeted advertising via the Adgent Network and on pbs.org.
Richard Kingsbury, general manager of PBS UK, said: "We think our new PBS channel will really appeal to broadsheet readers, so this tie up with the Telegraph is a perfect match. Hypernaked’s creative work is smart and to the point. It successfully positions PBS as a new place to find intelligent and worthwhile US programming."