TLC is set to launch its ‘biggest’ marketing assault to date as the entertainment channel celebrates its first birthday.
Kicking off on 21 April, the multiplatform campaign, planned and booked by the7stars, promotes TLC’s new five-part series, The Charlotte Crosby Experience, which follows Celebrity Big Brother 2013 winner and Geordie Shore star Charlotte Crosby as she meets diverse communities around the world.
The multi-platform campaign is the biggest since TLC hit British TV screens a year ago and will run across radio, outdoor, online, social media, print and TV. Financial details of the campaign were not disclosed.
To support the campaign, TLC is for the first time investing much of its efforts in social media with seeding on Buzzfeed, Snapchat and Tumblr where The Charlotte Crosby Experience will be woven into sponsored editorial.
Scott Mills is set to voice the campaign in 30-second radio adverts across Kiss, Heat and Bauer Media's place portfolio of regional radio stations.
Susanna Dinnage, EVP & managing director, Discovery Networks UK and Ireland, which owns TLC said: "We are delighted that TLC is launching such an exciting new series with The Charlotte Crosby Experience. The marketing campaign, the biggest since the channel launched, reflects our passion for the show and our commitment to UK commissions that are guaranteed to get people talking. TLC is the home of strong characters and Charlotte is a great addition to our line-up, as well as a very exciting British talent."
A national outdoor campaign includes billboards and digital screens in UK city centres, with outdoor activity booked to target fans in Crosby's hometown of Newcastle.
In addition there will be homepage takeovers with the Mail Online, Digital Spy and TV Guide websites and teenage website Sugarscape is running a countdown clock to direct viewers to the series premiere on 29 April.
The creative theme extends across the campaign onto a series of 10, 15 and 30 second TV promos to be broadcast on Discovery Network's channels including TLC.