News

British TV targets sporting audience at the ATM

May 11, 2005

NEWPORT-ON-TAY, Scotland - British Eurosport is the first TV broadcaster to use the ATM:ad medium for an advertising campaign targeting viewers outside its regular audience.

According to a news release, the campaign, which launches May 17, will run across ATMs in 54 London Underground stations. The campaign is expected to deliver more than 300,000 advertising one-to-ones over the course of a two-week period.

The campaign, "Spend your summer with British Eurosport," showcases live coverage of the 2005 French Open, Tour de France, World Superbikes and British Eurosport's role as host broadcaster for the UEFA Women's European Championships in Manchester.

ATM:ad is the only medium being used by British Eurosport for outdoor advertising for this campaign.

The British Eurosport campaign will include a 10-second trailer, a minimum 5-second in-transaction sequence, a reinforcing "thank you" message at the end of the transaction and a dispensed receipt printed with a campaign reminder.

"We have … an excellent package of sporting events this summer, and the opportunity with ATM:ad enables us to reach a broad audience through an exciting and creative medium," said Pierre-Jean Sebert, British Eurosport's managing director. "In our very crowded marketplace, I am pleased we are the first television broadcaster to utilize this technology, and have no doubt others will follow."

Creative for the campaign has been designed by British Eurosport, and will be adapted for use on ATM:ad by i-design's in-house creative team.

"As a television channel we are always looking for interesting ways to communicate the strength of our programming to the public at large, and this opportunity suited the visual nature of our channel perfectly," said Matt Horler, British Eurosport's press manager.