Shaken & Stirred - Influential Brand Profiling and Positioning

Gold takes to the road with ‘Keeping Britain Cheery’ campaign

Gold, part of UKTV’s network of award-winning channels, is launching its biggest experiential campaign for 2012 with a three month roadshow that rolls out today through INITIALS Marketing.

The ‘Keeping Britain Cheery’ push targets 35+ ABC1 viewers in the UK with the aim of increasing engagement with the channel and promoting Gold’s winter schedule.

The national tour kicks off at The Bullring in Birmingham with an environment offering shoppers the chance to relax with a cup of tea in front of a TV to watch short clips from key shows airing on Gold throughout November to January.

The fixture, which takes the form of a giant woolly jumper tea shop, will contain a themed seating area which will vary from month to month.  The area will be themed on brand new Gold commissions Bring Me Morecambe and Wise (in November) and Yes, Prime Minister (in January), while in December it will be based on Gold’s well-loved 25 Days of Christmas campaign, where the channel features a classic festive special each day in the lead up to Christmas.

Brand ambassadors will be giving away Gold branded knitted phone cosies to consumers. To claim their free gift, consumers have to text the word ‘Gold’ to the campaign shortcode, tweet #GoldWinterWarmers or visit and submit their contact details. In doing so, consumers will automatically be entered in to a free prize draw promotion for the chance to win one of 250 exclusive knitted jumpers, available in three programme related designs. Leaflets in the shape of woolly jumpers will also be distributed promoting Gold’s winter schedule and the competition.

Hik Sasaki, senior marketing manager for Gold, said: “Many consumers think of Gold as a repeats channel as its current association is with older content. But in fact, Gold is now creating more of its own exclusive shows than ever before.

Britain’s best classic comedies

“This winter Gold is bringing back some of Britain’s best classic comedies combined with a selection of exciting new commissions, so raising awareness for the shows is essential. Following our recent activity at London Victoria Station to promote Five Go To Rehab, we wanted something that would provide just as much intrigue and an experience to remember. INITIALS’ has delivered this in ‘Keeping Britain Cheery’ with creative and an experience that combines home comforts with nostalgia of the programmes they will remember having watched Christmas’ gone by.”

Chris Wareham, head of experiential at INITIALS, added: “The focus of this campaign was all about creating a talking point and experience that would engage new and lapsed fans of Gold, while promoting the great new shows airing this winter. By creating a stand that offers a resting place similar to their own living rooms, we hope to remind consumers of the laughs and good times they previously have and still can enjoy with Gold. Promotions and giveaways like the knitted phone cosies provide instant gratification and serve as a continued reminder of the brand when the consumer is at home or on the move.”

The activity follows multi-channel activity last month to promote the launch of Comic Strip Presents’ latest offering, Five Go To Rehab. Activity included viral footage filmed in London’s Victoria Station.  Members of a brass band, painted to blend inanimately into the front cover of the book, sat within the structure. As unsuspecting commuters passed-by, the band would begin to play their instruments before returning to their original poses. The surprised reactions of passersby were recorded and used to form the viral film which is accompanied by The Champs track, Tequila.

The roadshow will visit six shopping centres nationwide, including: Cabot Circus, Westfield London, The Bullring, Meadow Hall, The Trafford Centre and Westfield Derby.

Leave a Comment