Virgin 1 launches ad campaign

Virgin 1 will begin its multimedia ad campaign this week to promote the launch of the channel on October 1.

The campaign, which uses the strapline "Proper Telly", includes TV, press, online and cinema advertising.

Virgin Media TV owned channels, including the UKTV brands, have been airing promo spots for the channel since September 10.

The full TV campaign was created by Virgin Media's in-house team and begins on Friday September 28 with spots on ITV2, ITV3, ITV4, E4, More4, FilmFour and Five US, running for two weeks.

Virgin Media TV head of marketing Jon King said: "We believe that Virgin 1 can speak for itself, so our marketing campaign is designed to deliver a clear, no-nonsense idea of what the channel's all about and when it launches. When you're offering proper telly, backed by a brand like Virgin, you don't need hype, you can just keep it simple."

The cinema ad campaign begins on Friday October 5 with a 40-second showcase which will appear in every cinema in the UK before films such as The Kingdom, The Heartbreak Kid and Stardust.

The programme lineup for Virgin 1 includes US dramas The Riches, Terminator: The Sarah Connor Chronicles, Boston Legal and The Unit, and comedies Help Me Help You and It's Always Sunny in Philadelphia.

As well as a two-week press campaign, online banner ads and clips will run on the web from the launch day.

Click 'next' to see a full-page preview of Virgin 1's campaign.