Freeview in consumer PR campaign

Nelson Bostock Communications is to target women aged over 25 as part of a consumer PR and media relations blitz to boost take-up of BBC-backed digital TV service Freeview.

The agency was hired last week after a pitch process that began two months ago (PRWeek, 11 April) to handle the account, which also includes trade PR.

Band & Brown Communications, The Braben Company and EHPR were among the agencies that also pitched for the account, which is understood to carry fees of £100,000.

Nelson Bostock MD Martin Bostock, who reports to Freeview general manager Matt Seaman on the work, said: ‘The main aspect we’ll promote is that Freeview is easy – it’s just a one-off payment.’

Bostock added that women aged over 25 would be targeted as ‘the people who are buying Freeview are not traditional cable or Sky audiences’.

Freeview, a joint-venture from the BBC, BSkyB and tech provider Crown Castle, offers access to channels including BBC3 and ITV2 for a one-off £99 charge. The service formerly used Franklin Morrow Communications, which helped promote the launch last October.

Bostock said 800,000 adapters have been sold since the launch.

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