Channel 4 to launch "Meet the Superhumans" Paralympic marketing campaign
Tuesday, 17 July 2012
July 17 - Channel 4 is set to launch its biggest ever marketing campaign tonight to promote its coverage of the London 2012 Paralympics with a roadblock premiere of its Meet the Superhumans mini-film across 78 different British television channels.
The 90 second film will be broadcast at 9.00pm GMT concurrently across leading United Kingdom television channels that include all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and all of UKTV's channels.
Set to the track Harder Than You Think by hip hop group Public Enemy, the film showcases the abilities of some of the leading British Paralympians including double Beijing 2008 wheelchair racing champion Dave Weir.
It also represents some of the unique stories behind the elite athletes, with a heavy car-crash featuring in it, while it also shows the huge efforts that have gone into the Paralympic athletes' preparations for the Games.
The mini-film was shown to the athletes and VIP guests at the London 2012 ParalympicsGB launch dinner this weekend but it will be making its debut on television tonight.
"London 2012 is a coming of age moment for the Paralympics," said Channel 4's chief marketing and communications officer Dan Brooke.
"This marketing campaign is designed to help bring a whole new audience to it and may even raise a goosebump or two along the way."
The new television campaign is the second phase in Channel 4's marketing campaign for the London 2012 Paralympic Games, which began earlier this month with a series of promotional trails introducing leading British Paralympic athletes and Paralympic themed Channel 4 idents.
In the build-up to the Games, the campaign will also encompass major outdoor poster, press and digital activity as Channel 4 looks to bring a new audience to the Paralympic Games, while raising awareness of Paralympic sport.
The latest campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm for Channel 4's in-house agency 4creative.
The film will be available to view after 9pm tonight here.
May 2012: Channel 4 reveals hi-tech graphics to help viewers' understanding of Paralympic classification
March 2012: Exclusive - Leading Channel 4 Paralympic coverage will be a major challenge, admits Balding
March 2012: She may be a veteran but Balding still daunted by leading coverage of London 2012 Paralympics
February 2012: Clare Balding to front Channel 4 coverage of the London 2012 Paralympics
January 2012: Channel 4 to show second series of Sainsbury's London 2012 films