The BBC is launching an integrated marketing campaign for The Proms next week, with screen, print and outdoor creatives devised by Lambie-Nairn.
Using an animated conductor figure as the focus of the visuals, the campaign aims to link all aspects of the BBC’s Proms coverage from the Albert Hall to the Proms in the Park events in London, Liverpool and Birmingham, as well as associated children’s programming.
Starting with posters in London Tube stations, the campaign is designed to encourage people of all ages and with all musical tastes to purchase concert tickets.
Three 40-second TV trials for BBC1 and 2 have been produced – one for the generic campaign, one for the Last Night of The Proms and the third for BBC Proms in the Park. Featured illustrations are by Brian Grimwood.
“We could truly extend the identity across all BBC Proms activity: from print advertising and television trials, to event branding and programme title sequences,” says Lambie-Nairn executive creative director Martin Lambie-Nairn.