Freeview campaign goes 'local'

[BGonaSTICK]

In the run up to the first digital switchover in the area, Freeview this week kicks off a major local press campaign in Copeland, Cumbria.

The area is the first place in the UK to switch off its analogue TV signal starting on October 17 2007.

The press adverts will first appear in the Whitehaven News on Thursday August 23 and will then run in other local press, including the West Cumbrian Gazette, over the next three months in order to reach the remaining 25,000 non-digital television set owners in the area before switchover.

The ads feature people from the local community, including Carla Arighi, owner of Arighi's Fish and Chip Shop; Simon McDowell & Lynn Anderson from Haigh's Butchers; Gerard and Luke Richardson from Richardson & Sons, Whitehaven's Fine Wine Merchants and Rob Romano, the Town Cryer.

The press campaign will also be supported by brand advertising on local radio and a series of advertorials in local press.

Sophie Alexander, head of consumer marketing at Freeview said: "By using well-known faces from Whitehaven to explain the benefits of Freeview, the creative has an immediate emotive connection with people living in the local area. The series of ads which carries the strap line 'We're all switching to Freeview' reinforces our position as the best digital TV option for Switchover due to our great quality line up of channels and no subscription service."