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ADVERTISING CAMPAIGNS

BBC Two ‘The Great Outdoors’

Agency: Red Bee Media

Client: BBC Two

BBC Two is encouraging viewers to experience the great outdoors in what it is hailing a “groundbreaking” new campaign.

‘Get into the Outdoors’ uses audience participation to promote a new selection of programming which includes: ‘Wild China’, ‘Ray Mears Goes Walkabout’, ‘Tribal Wives’, ‘Springwatch’ and ‘Across the Andes’.

Red Bee Media took the viewers on a three-day ‘Survive and Connect’ outdoor adventure in the Brecon Beacons, Wales. The aim was to get participants to disconnect with their hectic 21st century lifestyles and reconnect with nature with a little inspiration from BBC Two talent including Bill Oddie and Ray Mears.

The survival style project, has created a story for viewers to follow which hopes to encourage them to venture outdoors and learn more about the natural environment with BBC Two.

The footage acquired from this adventure has been translated into a number of promotional films which will be aired throughout the series of programming:

Two launch films (one 60 second and one 30 second) will kick off the campaign while four ‘BBC Two Outdoors’ idents have been produced as part of the campaign.  One such film features a ‘2’ cut from tree bark

The campaign will also be supported online where exclusive clips of the project and specific programme information can be found at bbc.co.uk/bbctwo.

Brand Executive for BBC Two, Kirsty Mullan, said “The selection of programmes encourages viewers to disconnect from their everyday 21st century life, go back to basics and reconnect with nature.

“What better way to do that than to actually take a few audience members into the wilderness for three days and teach them how to survive!”

She added, “We wanted something a little bit different to launch the Outdoors series and the groundbreaking campaign which Red Bee Media has delivered will both engage and motivate viewers to get out there and find out what they have been missing.”

AJR
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