By Arthur Bijur – Co-founder/Creative Director, WORKSHOP
In May 2010, WORKSHOP was awarded the assignment of advertising, reintroducing and assisting the rebrand of the new Plum TV network - a television network created in 2007 to inform viewers of the best things to know about the doings in the Hamptons, Aspen, Martha’s Vineyard, Miami Beach, Nantucket, Sun Valley, Telluride and Vail.
The agency worked with the in-house marketing and creative department to re-launch, promote, and create advertising, promotional, campaign ideas and images to drive awareness and re-trial.
The network was recently under new management and was being transformed. The older Plum TV network was essentially an advertising medium and offered little original content. Viewership had never reached expected and needed levels and the network wanted to be reinvigorated.
We focused on reintroducing Plum through promoting strong, fresh original content; The Plum Daily show, a highly entertaining and informational new program to be shown, not surprisingly, daily.
WORKSHOP concepted a simple positioning statement - “Get the Juicy Stuff”, then developed, designed and shot all the work.
• A new, improved network logo design based on a Plum: Juicy. Fresh. Cool
• Print advertising campaign
• PR ideas, including events
• Outdoor, including bus wraps
The advertising used the simple, visually arresting imagery of a juicy fresh Plum with simple statements such as “Juicy”, to plant Plum TV and it’s offering into the consciousness of potential viewers.
Promotions centered around the Plum included events such as giving away actual plums on hot days, at beaches, sporting events and on transportation going to the Hamptons. The plums were labeled with a sticker including the logo containing the name of the show: Plum Daily.
Advertising and promotional events generated increased trial, positive viewer and vitally important advertiser feedback. Buzz generation met high expectations.
A campaign roll-out to all markets is underway.
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