Five has launched a comprehensive advertising campaign to support ‘Neighbours’, which crosses over to the channel from February 11.
A huge national and regional press campaign will be heavily supported by T-sides on buses and glossy magazines ads, which will announce the date of the channel switch.
The campaign has a simple remit; it is a purely navigational task, alerting the loyal viewers that the programme is switching channel. The programme will still be aired twice a day at 1.45pm and 5.30pm.
Creative uses the cast of the show standing by the iconic signpost that is used in the credits and which shows the name of the famous street the soap is set in, Ramsay St.
However, the two signs are altered, one showing 'Same Ramsay St' and the other 'New Home'. Another road sign reads 'Neighbours, Weekdays 1.45pm and 5.30pm, five'.
Five's Managing Director of Content, Lisa Opie, said, "The campaign is all about reassuring viewers of continuity.”
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