The latest series of the flagship show, which starts next week on Virgin’s Living channel, will be presented by Australian supermodel Elle Macpherson, who replaces Lisa Snowden. Macpherson will oversee a new judging panel and the 25 contenders will face more extreme challenges.
The campaign, fronted by Macpherson, has been created by ad agency Karmarama. It was handed the work without
a pitch, despite The Brooklyn Brothers having been appointed to the Virgin Media Television advertising account last year. Media is being handled by Manning Gottlieb OMD.
The push is being spearheaded by TV teaser spots followed by longer executions, as well as press, outdoor and digital work. The ads also promote the broadcast sponsor, fashion retailer ASOS.com.
The outdoor activity, which includes 48-sheets and LCD 6-sheets, is aimed at reaching a commuter audience at national rail and Tube stations, and consumers in shopping centres. The press work will run in Metro, women’s weeklies and style magazines.
In addition, there will be homepage takeovers on Bauer, IPC and NatMag websites. The new models’ biographies and interviews with them will be seeded online at lifestyle sites and Facebook fan pages.
The show is also spawning its first live event. Britain’s Next Top Model Live 2010 will run from 22-25 October and is being organised by Media 10, in association with VMTV.
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