ITV launches 'Primeval' promo campaign

ITV1 is launching an off-air campaign this week to promote new sci-fi drama Primeval.

The six-part series show, which airs in early February, stars Dougie Henshall as an investigator looking into sightings of pre-historic creatures that appear to have time-travelled to wreak havoc on the present day.

ITV’s in-house promotions agency, ITV Creative, has produced the on-air campaign, which replicates the show's filmic quality and introduces members of the cast. The promotional strapline is "Time for adventure".

David Pemsel, group marketing director at ITV said: “Primeval is a bold scheduling step into Saturday night family drama. We believe the series will have both a wide ranging family appeal as well as becoming cult viewing for aspirational adults.”

Chaka Sobhani, creative director at ITV Creative, said: “It’s been a fantastic challenge to match the excitement and adventure of the show in the promotional campaign.”

Ad agency M&C Saatchi created the off-air campaign which covers outdoor poster and press.

Jeremy Hemmings, group account director at M&C Saatchi, said: “It’s not every day you get to work with giant spiders, parasitic dodos an ex-S Club 7 star and a Hollywood actor. A great opportunity to have some fun, we thought, so we have with giant posters and special builds across the country and on the London Underground.”