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.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in