Channel 4 hires House PR to promote gameshow The Bank Job

Channel 4 has called in House PR to promote its new gameshow The Bank Job, which aims to be 'the first big TV moment of 2012'.

George Lamb: presents The Bank Job
George Lamb: presents The Bank Job

The show, created by Endemol's Remarkable Television, asks people to play an online game in order to unlock application forms for a chance to play for money live on Channel 4.

To date the online game has been played more than 1.7 million times.

The show airs on 2 January for six consecutive nights and will be hosted by TV presenter George Lamb.

House PR has been asked to launch the show in the UK and drive viewers and interest.

The House PR team will be led by board director Rich Turner and he will report to Nick Caley, group publicity manager, comedy and entertainment at Channel 4.  

Turner commented: 'The Bank Job is a compelling new live format, set to create the first big TV moment of 2012.

‘Our strategy is designed to elevate the programme into the news pages and make it famous.’

The agency will also help support the integrated marketing campaign to drive viewers to the online game that supports the show.

House aims to communicate the show to the media, create appearance opportunities around Lamb, and drive a digital awareness campaign around the online game.

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