The agency has won a consumer and b2b brief for the launch of the CashInTheAttic.com site and app for the show.
The four-month project, which has the possibility of extension, will be led by Propeller PR account director Antonia Collins.
Martin Loat, Propeller CEO, explained that comms for the launch would include extensive regional work, with valuers across the country giving the press stories of local discoveries.
Work will then move on to the nationals, with a particular focus on the Sunday papers. ‘We want to attract both the current fanbase and extend beyond that,’ Loat said.
‘The initial messaging will be around the idea of unearthing cash you didn’t know you had in a fun way, with a focus on the trade experience too. We’re looking to dust off the reputation of the antiques world by bringing it into the digital era and broaden perceptions of what can be of value at home.’
The BBC TV series Cash in the Attic has aired for a decade.