BritBox, the British TV-focused SVOD service launched about a year ago, will be looking to lure in more subscribers with its first ad campaign.
The multimillion campaign will focus on drive time radio as well as promos across TV, social and digital channels.
BritBox said a big part of the campaign will be focused in markets such as Portland, Ore., and Austin, Texas, which have proved to be a hotbed for new subscribers. BritBox, a service from BBC Worldwide and ITV, noted that a large percentage of its audience is women over 55 that live in cities beyond major hubs such as New York, Los Angeles and San Francisco.
The TV spots feature British TV actor and comedian Alan Davies. Who describes BritBox as an “escape.”
“This is the new streaming home of great British telly,” he says. “Browse mysteries to histories…Comedies to cookeries.”
The ads then tout a seven-day free trial. The U.S. offering sells for $6.99 per month.
BritBox announced last month that the U.S. service has more than 250,000 subscribers. It recently launched in Canada. In addition to its standalone offering, BritBox is also sold through Amazon Channels, Amazon’s SVOD aggregation service for Prime members.