Five is to run a press and poster campaign by VCCP to highlight the arrival of its new presenter, Natasha Kaplinsky, which coincides with the launch of the revamped Five News.
Kaplinsky has moved from the BBC to anchor Five’s refreshed news programmes which will run at 5pm and 7pm every day of the week. The programmes will be more informal, warm and human with the aim of creating a more inclusive style of news programming. Kaplinsky’s demeanor and style of delivery was chosen to reflect this new attitude.
The campaign, titled ‘news with personality’ was created by Five’s retained agency VCCP and launches in the run up to the programme’s start date, 18th February. The clean execution sees Kaplinsky elegantly poised in casual wear with the technical elements of a TV studio in the distance.
The campaign will consist of full page national press and high profile portrait towers and golden squares. Media planning and buying was handled by Vizeum.
Louisa Fielding, Account Director, VCCP said: “Natasha Kaplinsky combines the gravitas you’d expect from a news presenter, with the warmth and accessibility that will make Five News a refreshingly different type of news show. The campaign reflects these virtues.”
Lisa Opie, Five’s Managing Director of Content, said: “The new look news will re-establish Five’s reputation in this genre for innovation, openness and accessibility with Natasha perfectly reflecting these core brand values.”
