‘Great British entertainment’ is at the heart of a new campaign and brand positioning for UKTV.
BBC Worldwide Australasia has unveiled a new TV spot to promote the brand, along with a logo refresh, both created by INK Project.
The spot prominently features the Union Jack – on a dog’s coat, a man’s swimmers, tea cups, towels and a woman’s dress.
Linda Deubel, BBC Worldwide Australasia’s head of marketing for channels and branded services, said: “The brand position ‘Great British entertainment, brought to you by the BBC’ is distinctly British and unequivocally BBC. The team at INK Project understood intrinsically how to bring our vision to life and we’re delighted with the results.
“UKTV’s refreshed identity will resonate with our loyal viewers and drive consideration of the channel with new audiences.”
Ken Lambert, founder and creative director at INK, added: “We have essentially bottled Britishness – those quirky, proud, yet self-deprecating and humorous qualities in all successful British brands.”
The campaign has launched on Foxtel in Australia and on Sky in New Zealand.