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Discovery promo sees London get 'inked'

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Discovery Networks UK has revealed a multimedia campaign to promote its new show London Ink.

The new series, which airs for a six-week run from September 23 on Discovery Real Time, is the UK version of the US show Miami Ink. It follows London-based tattooists Louis Molloy and Dan Gold, who have previously worked on the likes of David Beckham and Kate Moss.

The campaign will include an on-air promo around the theme of London being 'inked’, which airs from September 15. It sees the London Ink characters made larger than life as they step through the 'urban jungle', tattoo "inking" the city as they go.

Advertising agency Mother London has also worked with Discovery to create sculptural billboards of human body parts adorned with bespoke tattoos, which go up from September 17. Clean graffiti 'inking' of tattoo designs will also appear on walls and pavements to promote the show.

A London Ink website with interactive games, competitions, tattoo history and hygiene information will launch on September 14.

"London Ink allows us to continue to grow the success of the Ink franchise as a direct result of the success of the Miami Ink on Real Time. Being a UK commission, the show gives us the flexibility and scope to be innovative and tailor our marketing messaging to resonate with local audiences," said Rebecca Rormark, senior vice president of marketing at Discovery Networks UK.

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