Untitled Document

Alfa Romeo

BBC3

Berkeley Homes

Blue Square

The BBC were looking for a media partner to help launch their new digital channel BBC3. The Sunday Times was chosen because of it's strength in entertainment and the power of the Culture brand. A 16 page bespoke supplement was created to help publicise the channel and it's offerings on launch date.

This supplement was also used as the central communication for the BBC's internal launch campaign with 25,000 copies being sent to all BBC staff nationally.

71% of Sunday Times readers remembered seeing
the supplement.
With 96% of those recalling the supplement correctly
identifying the name of the new channel.
41% of Sunday Times readers recalled that Vinnie Jones
was the celebrity pictured on the front page.

The launch of BBC3 was backed,not only with this supplement, but
also with a heavy weight TV campaign,an outdoor campaign in
London and activity within Metro and Heat Magazine.

Awareness of a new channel launch from BBC3 increased significantly between the pre and post waves of the research, amongst all readers and more importantly amongst the key Digital TV and younger audiences.


	Base:Sunday Times Readers	The supplement increased consumer understanding of the BBC3 proposition.Two key programme genres that Sunday Times readers clearly associated BBC3 with were Comedy and Celebrity News.

		23% pre and 61% post.

		35% pre and 89% post.


	For further information on communication opportunities call 020 7782 7185