In a partnership to highlight the launch of Channel 4’s new show, The Inheritance, HELLO! is sharing its 1st September cover where, for the first time, its masthead is changed from HELLO! to BYE! – it says a media-first which will command consumer attention on every newsstand.
HELLO!’s red masthead is known the world over, added the publisher; a by-word for celebrity, society and style and one of the perfect places to preview The Inheritance – Channel 4’s devious new game, where thirteen strangers compete to win an inheritance from deceased benefactor, played by Elizabeth Hurley. The execution leverages HELLO!’s cover to stage a farewell ‘stunt’ to change HELLO! to BYE!, a tribute to the show’s fictional central character. OMD UK, HELLO! and Channel 4 say they have created a media moment, delivering impact.
The cover is flanked by a media plan across HELLO!’s print, digital and social platforms, teasing the programme launch with exclusives, highlighting the show over three weeks of transmission.
OMD, Channel’s 4’s media agency devised the media-first partnership. Creative Partner, Annie Jarvis, says: “We were briefed to deliver a playful launch idea that matched the show’s camp and cut-throat vibe. With its legendary status in the celebrity world, our idea was developed solely with HELLO! in mind. It just had to be them! Through collaborating closely with the teams at C4 and HELLO!, we were able to get this iconic first into the real world. We are SO excited to see BYE! on shelves.”
“Iconic show, iconic talent and now an iconic partnership. We loved the playful creativity working with HELLO! has unlocked; their willingness to adapt their most unique brand asset has created a fun, disruptive and unique activation. HELLO! readers will also have access to exclusive content and interviews from Elizabeth Hurley”, says Iain Walters head of marketing at Channel 4.
Publisher Tamsyn Spires says: “We are thrilled to partner with the creative teams at OMD UK and Channel 4, using the strength of the HELLO! brand with a market first execution to introduce a fantastic new show in such an innovative and exciting way.”
The Inheritance on Channel 4, watch or stream Sundays and Mondays at 9pm and Tuesdays at 9.30pm.
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