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Red Bee Media turned UKTV Gold into G.O.L.D. – the go-to channel for comedy gold.
The Challenge
UKTV Gold was to re-brand as a pure comedy channel targeting parents and families who love to relax by watch great comedy. The challenge to overcome previous associations with the UKTV Gold brand by clearly establishing that GOLD = Comedy.
The Solution
UKTV Gold became G.O.L.D. and stood for comedy. Literally. It now stood for Go On Laugh Daily. We repositioned the channel as The National Centre of Laughter. We created an experience that takes viewers on a vibrant journey through the catchphrases, foibles and quirks of the best comedy ever made and reminding viewers just how funny the shows really are.
The identity uses a mind map concept to lead the viewer around the channel’s wealth of classic comedy programmes. We created four idents in a sketch drawn style using the G.O.L.D. logo, the acronym and well-known comedy quotes to reinforce the comedy credentials of the new channel.
The Result
In its first three months post re-launch, G.O.L.D. beat its average share target, despite a change in its EPG position. In July 2012 it was announced that G.O.L.D., now in its 20th anniversary year, is currently the 10th ranking non-terrestrial channel in pay homes, with 16-34 year-old audiences improving 14% year on year.
“Red Bee's contribution to our ten-channel rebrand has been incredible and enormously valuable. Their client-friendly approach, creative stamina and commitment to excellence have helped us transform our network in less than eighteen months. We are both enormously proud and fond of our team there - a class act.” Tom Lucas, Marketing Director, UKTV