The UK's largest commercial broadcaster, ITV, have revealed a major marketing campaign for their six million pound science-fiction dinosaur drama Primeval which they hope will be their answer to BBC One's Doctor Who in the Saturday tea-time slot.
David Pemsel, ITV's new group marketing director, said: "Primeval is a bold scheduling step into Saturday night family drama. We believe the series will have both a wide ranging family appeal as well as becoming cult viewing for aspirational adults."
According to Media Bulletin, ITV is backing their series with a heavyweight marketing campaign. Transmission dates are not yet confirmed, but the series is believed to start in mid February.
M and C Saatchi has created an off-air campaign, encompassing outdoor and press ads, while ITV's in-house promotions agency, ITV Creative, has produced the on-air activity.
The creative introduces members of the cast and attempt to recreate the high-tempo pace of the series with action scenes and the strapline, "Time for adventure".