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SBD Global/October 26, 2012/Marketing and Sponsorship

BBC Worldwide Launches Campaign To Remind People Of Olympics Joy

BBC Worldwide, the commercial arm of the corporation, "is running its biggest ever home entertainment campaign, to promote the BBC's role in creating public feelings of 'joy'" during the London Games, according to Matthew Chapman of MARKETING MAGAZINE. The campaign "will support the London 2012 Olympic Games DVD collection and kicks off in earnest on Monday with a 60-second spot featuring real-life footage of the highs and lows of the Olympics, set to the Olympic track by Elbow." BBC Worldwide Consumer Products Division Marketing Dir Robert Lowe said BBC Worldwide has invested "more than we normally would do" into the campaign as it seeks to position the DVD as the ideal Christmas gift. The activity "will be spearheaded by a 30-second roadblock across all commercial channels" at 8:45pm local time on Monday, "with a 60-second version of the ad running on ITV during 'Coronation Street.'" Media planning and buying is being handled by Zenith Optimedia (MARKETINGMAGAZINE.co.uk, 10/24).
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