Channel 4 and OMD UK has launched a multi-platform newsbrands campaign to launch its upcoming 10-part drama, Indian Summers.
The campaign was seeded today in the national press in the lead up to the weekend, where Channel 4 will dominate national newspaper titles with creative formats promoting the new series, which airs at 10pm on Sunday evening.
Tomorrow’s Evening Standard will feature an Indian Summers cover wrap, as will The Mail on Sunday’s Event magazine, while Metro will run an integrated DPS to promote the Julie Walters drama.
Interactive interstitials are also running in newsbrand tablet editions, encouraging users to watch a trailer of the epic drama set in the summer of 1932.
Charlotte Taylor, investment manager said: “This campaign kicks off an exciting year of programming for C4. C4 continue to be at the forefront of innovation and their creative for this remains ever strong; the beautifully shot, cinematic ad that naturally leads itself towards impactful formats across newsbrands.
“This campaign forms a key part of our multi-media campaign to reach an ABC1 audience. The strategy was to sell the epic nature of the show through key high profile placements and we have achieved this through multi-platform newsbrand ads, high profile OOH placements, as well as spots in a key awards cinema package.”