History Channel links up with Foursquare

The TV channel has teamed up with Foursquare for the next six months in an attempt to attract a younger audience and update its image.

By downloading the Foursquare software, consumers can 'check in' at 600 sites across London using a smart phone app  and claim discounts as they do so. History has added reams of data to the Foursquare app so when users 'check-in' at one of the sites, they receive an interesting tip.

The TV channel will also use Foursquare to publicise existing links with more than 20 major attractions such as the Tower of London, Thames Barrier Visitor Centre and Shakespeare's Globe.

History has turned to Oxford-based Bottle PR to promote the tie-up through a combination of social and traditional comms such as TV and online advertising and networking sites such as Facebook, Twitter and YouTube.

Paul Sutton, head of social comms at Bottle, said: 'The channel is trying to show history in a new light as a younger, more tech-savvy brand.'

Sutton said he planned to promote the link-up through social media, marketing press and entertainment websites, before focusing on the London media.