After more than a year of planning, Virgin Media Television officially launched this week with its new channel names and identities.
Over the past number of weeks, a multi-media marketing campaign has been running to drive awareness of the change to viewers and customers.
The campaign kick started on-air with the creation of new channel idents and bumpers, animating the TV3 brand mark to reveal the new Virgin Media One identity. Produced by Virgin Media Television’s in-house ‘Red Hot Creative’ team, the on-air campaign was supplemented by a feature-length promo, which shows a number of well-known Irish landmarks as well as some of the big TV moments of the past year on TV3.
Planned by Mindshare, with creative by Publicis Dublin, a heavyweight nationwide outdoor campaign spans three cycles, with high-impact advertising formats across hundreds of sites all over the country. Featuring a number of familiar on-air faces, the campaign is designed to sign-post Virgin Media One as the new name for TV3.
The campaign will continue in advance of the launch Virgin Media Television’s new sports channel, l, Virgin Media Sport, which kick-starts September 18th.
“What an exciting few weeks it’s been leading up to this momentous rebrand. Our campaign was designed to really excite our viewers and customers about our evolution, whilst also reassuring them that everything they knew and loved about TV3 remains. Making good things happen is at the heart of our Virgin Media brand promise and we look forward to building on that promise as Virgin Media Television!,” says Deirdre Macklin, Head of Marketing & Communications, Virgin Media Television.
