Ian Johnson Publicity has been handed a 12-month retainer by the broadcaster to promote the medical drama and its cast. The agency beat four rivals to the account, which will be split between traditional and online PR.
‘Our brief is to not only build upon the show’s established audience, but to reach out to a younger, under- served audience,’ said agency MD Ian Johnson, a for-mer BBC head of special projects.
Johnson noted that the BBC and its rival terrestrial channels are struggling to hold on to young viewers, many of whom are forgoing TV in favour of the internet.
Johnson will reach out to the demographic by targeting social networks.
The show attracts around six million viewers, and stars Patsy Kensit and Tina Hobley.