ITV has unveiled the marketing campaign for its new digital destination, the ITV Hub, which launches on November 24th across mobile, PC and connected TV. Mobile users will have a unique, ‘swipe to live’ feature which will allow them to connect to live TV in an instant, bringing the linear and on demand TV experiences even closer together.
The ITV Hub marketing campaign will reflect the fact that live streaming of ITV’s channels already accounts for 30 per cent of usage, with a range of live, reactive, outdoor, digital executions which will include real time updates, animation and bespoke copy, relating to anything from the time, location, weather or current TV schedule.
The campaign will be supported by on-air promos on ITV, Channel 4 and Sky. They are voiced by Broadchurch star Olivia Colman and showcase the new content available every day on the ITV Hub.
ITV also revealed phase one of its premieres and box set strategy which will include high profile titles: Beowulf, Prey, Thunderbirds Are Go, Trevor McDonald in Vegas, Birds of a Feather and Benidorm, with more to be announced.
ITV’s Director of Online, Paul Kanareck, said: “With over 50 hours of new content every week, the ITV Hub is the digital destination for the very latest must-see programmes and our new, swipe to live feature is a brilliant way to bring viewers even closer to the programmes they love. With its emphasis on live and lively, the ITV Hub launch campaign has captured the personality of our VoD – a brilliant digital service where there is always something new to enjoy.”