Freeview has kicked off a regional press campaign in Copeland, Cumbria, which 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 and then in other local titles over the next three months in order to reach the remaining 25,000 non-digital television set owners in the area.
The ads feature people from the local community, including Rob Romano, the Town Cryer (above).
Others include the owners of the town’s Fish and Chip Shop, Butchers and Wine Merchants.
The local residents provide a picture of real-life in the community to help people understand the Freeview channels that will be available and how to receive them.
The press campaign will also be supported by brand advertising on local radio and a series of advertorials in local press.
Head of Consumer Marketing at Freeview, Sophie Alexander, 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.”
The campaign has been created by 4creative and media buying has been handled by M2M.