TV3 looks to home shows with billboard campaign

As taglines for broadcasters go, it’s hard to beat the simplicity of “We entertain”, the message of a new nationwide advertising campaign for TV3.

Focusing on its home-produced shows, the outdoor posters feature TV3 stars Vincent Browne, Take Me Out Ireland host Ray Foley, Ireland AM host Mark Cagney and Xposé presenter Karen Koster.

Perception

“Our home-produced programming prowess, and the perception of it, has certainly increased over the years,” says Deirdre Macklin, marketing director for TV3.

The broadcaster has increased the percentage of indigenous programming on its schedule from next to nothing in its early years to more than 40 per cent. The campaign coincides with TV3 Group’s appointment of Jeff Ford, former Channel 5 director of programming, as its new director of content.

Ford replaces Ben Frow, who now has his old Channel 5 job.

The outdoor element of the campaign is now up on 48-sheet and “golden square” billboard sites and will be supported by television, radio and press activity throughout February.

“We have no friends in high places,” promises the poster for Tonight with Vincent Browne (above). The advertisement featuring Ray Foley carries the line “We take entertainment seriously”, while Cagney and Koster are teamed under the message “Your time is our prime-time”. The campaign was created by Ogilvy and planned by the agency Mindshare.

Collaboration

TV3 was one of the media companies that collaborated in last November’s “Advertising Grows Business” campaign, which sought to persuade company executives that advertising is an investment, not a cost.

The broadcaster is now putting its money where its mouth is. “We’re a business that really believes in the power of advertising and the power of brands,” Macklin says.

“It’s very important that while we’re out in the market talking up advertising that we practise what we preach.”