Brilliant PR gets in bed with The Big Breakfast

The Big Breakfast, Planet 24’s youth-oriented breakfast show for Channel 4, has appointed Brilliant PR to boost its audience and promote its relevance to young viewers.

The Big Breakfast, Planet 24’s youth-oriented breakfast show for

Channel 4, has appointed Brilliant PR to boost its audience and promote

its relevance to young viewers.



The appointment follows the arrival of marketing director Anita Hamilton

in May. Hamilton, whose brief covers all of Planet 24’s operation, said

Brilliant’s role was to make sure that ’our target audience knows what

The Big Breakfast represents and that they know the good news’.



The bad news was the decline in viewing figures from 1.9 million in its

heyday with erstwhile presenter Chris Evans in 1992. A number of

relaunches and new presenters failed to rekindle the show’s

popularity.



Hamilton claimed that viewing figures were up 12 per cent from the

beginning of the year and were consistently improving. ’We are getting

700,000 to 800,000 a day,’ she said.



One of its first tasks will be to announce the new presenter line-up for

the autumn. The show will continue to use Denise van Outen with new

presenter Johnny Vaughan.



Freud Communications held the PR account for four years from launch

until the end of last year.



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