Freeview, the UK's fast-growing digital terrestrial television platform, has tweaked its logo and launched an advertising campaign designed to communicate what it says are its core values: free, simple and inclusive.
Launched in 2002 and with receivers now in 8.6m homes Freeview says its campaign—called 'Free TV Land—Where Great TV Is Free'—is also aimed at encouraging consumers to switch to digital.
'Free TV Land' will be used across Freeview's communications, including in-store material, marketing collateral, PR and online. Information packs will be sent directly to homes and can be picked up in high street retailers. Point-of-sale material will include leaflets and pocket guides for retail staff.
Liz Reynolds, head of strategic marketing at Freeview, said: "The digital TV landscape can be a confusing and complex place for consumers. Freeview's success is built upon the simplicity of our offering combined with a fantastic channel line-up and great value for money.
'Free TV Land' celebrates everything that viewers love about Freeview. We're seen as the home of free digital TV and our new creative gives us a more defined personality and identity, enabling us to build a stronger ongoing relationship with our viewers."
Lovelace Consulting | 09.11.2006