ITV to launch live brand experiences to show changes

Date: 22/10/2009

As part of a major marketing initiative to accompany the rebranding of its news assets, ITV will engage in live brand experiences to promote its new look.

On November 2nd, ITV News at Ten, Evening News and Lunchtime News will be the home of state-of-the-art sets, better in-show graphics and different opening titles, with a marketing campaign being rolled out both on and off-air, embracing the notion of live brand experiences.

Michael Jermey, the director of news, current affairs and sport for the channel, said he was confident the new strategy would highlight the ethos of the service it provides.

He continued: "ITV News programmes are performing extremely strongly, getting journalistic scoops and winning major awards. We believe the investment in our news brand announced today will further enhance the appeal of our programmes for ITV1 viewers."

Recently, ITV has just added Paul O'Grady to its list of presenting stars, signing a multimillion-pound deal with the broadcaster after quitting his show with Channel 4 due to budget cuts.

Written by Michael Ewing

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