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Enter -the new ABC campaign

ABC will unveil advertisements that remind its audience about the wealth of content across its TV, radio and online platforms.

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From tomorrow the ABC will unveil advertisements that seek to reinforce corporate branding and remind its audience about the wealth of content across its TV, radio and online platforms.

It’s the first time the public broadcaster has run an integrated cross-platform ABC promotion highlighting its four TV stations, four national, nine metropolitan and 51 regional radio networks, iView catch-up, ABC Online, centres and shops.

Advertisements will appear on TV, radio, online plus on billboards and other commercial sites, including Facebook.

The new campaign will adopt “Enter– the ABC” as branding as well as taglines like “Enter– the conversation”.

You can see the first Enter clips here.

Created by Sydney agency Moon, the campaign is in response to research which showed many Australians are unaware of the range of services available in the new media landscape.

ABC’s Charter charges the broadcaster with being innovative, but while advertising is hardly innovative it fulfills the Charter objectives if promotion brings new consumers to its content.

Last week ABC also relaunched its ABC TV website.

Source: The Australian

16 Responses

  1. Though David, the ABC has been saying for years that their drama slate would be increased, and it never has to a noteworthy extent. Too many false promises and third rate television shows haven’t left a very pleasant taste in my mouth.

    They do cry poverty nearly every year and I’m still not convinced that they can juggle producing new dramas and advertising their services concurrently, as down the line I’m sure it will be used for an excuse for why they don’t produce more drama or comedy.

    Also David these programmes really should have aired by now. They are squeezing a years worth of new drama out over two years. So it appears increasing drama output is not in hand as you say.

    The Slap and Rake coming late 2011, or should that be 2012.

    1. Recent comedies and drama and/or in prdn: My Place S1 + S2, Dance Academy, Lowdown, Bed of Roses S2 + S3, Sleuth 101, Dead Gorgeous, Review with Myles Barlow, Yes We Canberra, Gruen Nation / Transfer, Spicks & Specks, Rake, Sisters of War, I ROCK, LAID, John Safran’s Race Relations, The Librarians S3 (some are Light Entertainment).

  2. Stan, rest assured I’m not a baby boomer, though judging from your use of the word frenemies you really need to stop hanging out with the try hard tweens.

    I couldn’t care less if they slashed the budget Stan. The ABC has proven it no longer has the talent, energy, effort or expertise required to make interesting, intelligent, riverting or engaging drama. Fluff, terminally boring, sickly, romantic trash is basically all the ABC can come up with regarding drama. It also means that Kerry Armstrong, Richard Roxburgh and Susie Porter would get more challanging roles elsewhere and not be in ABCs pocket continually. I mean the ABC have produced such spectacular flops in the past two years drama wise, they don’t deserve any more funding.

    Stan there is a difference between scummy old programme promos between shows and a full campaign to try and lure people to the ABC. They need to realise you actually need to produce decent shows for that. Sorry ABC folks Cranford just isn’t cutting it.

    David keep in mind, the ABC has only aired eight hours of series television drama this year. It is now August. That figure is just appalling, even more so as it was supposed to air last year. The ABC really needs to pull their finger out. Really returning Bed of Roses for a third series (despite lacklustre reviews and appalling ratings), sheesh the creative juices at the ABC must have been really pumped out.

    1. No argument that ABC Drama has become a shadow of its former self. Thankfully since the funding increase from the Budget production is on the rise again. However, my point was it’s not an either / or situation. It is possible to promote content at the same time as boosting production. Both would appear to be in hand.

  4. Haha at Mikeys, below!

    Don’t forget Errol Simper from The Australian too. What do these Frienemies Of The ABC/rusted-on baby boomers expect from them? Just air radio & television programs without a break in-between? They’re not “advertisements,” as Green Guide letter-writers keep saying, but promotions! ABC Shop “ads” are promos too! As The Australian said, ABC Commercial (ABC Shops, Centres & website) made them $20 million last year that went straight back into program production. Do we want the ABC’s overall budget to be slashed? It’s really a small price to pay & I wish these people would move on already because station promos have been around since television started.

  6. So instead of making new dramas and showing programmes viewers actually want to listen and watch, which would actually help them establish themselves as a brand and actually justify its existence, they are quite happy to waste their money (well taxpayers actually) on some hokey advertisements that actually could have been put to making programmes. Desperate ABC, I think you’ve found a new low. That is until next Sunday’s audience share probably.

    Oh Aunty you old dinosaur, how about your programming department moves into the 21st century too.

  8. “Last week ABC also relaunched its ABC TV website.”

    No, ABC definitely relaunched its TV website before the launch of News 24, which was well over two weeks ago now.

  10. Switched to ABC24 last night and caught ABC News and there was this very young looking guy (didn’t catch his name) which I reckon should belong to Go! rather than ABC.

  12. As if they don’t do enough of self-promotion already. ABC24 is still playing that long-winded promo incessantly. They may end up getting the reverse of what they intend.

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