Five runs campaign to signpost Neighbours switch

LONDON - Five has launched a print and outdoor ad campaign to tell 'Neighbours' viewers the soap is transferring from BBC One with minimum fuss next month.

VCCP created the executions, one of which will appear in the national and regional press.

It shows the cast of the show standing by the Ramsay Street signpost featured in the 'Neighbours' credits. The two signs are altered, one showing "Same Ramsay St" and the other "New Home". Another road sign reads "Neighbours, Weekdays 1.45pm & 5.30pm, five".

The date of the channel switch, February 11, will be communicated by other ads on T-sides on buses and in glossy magazines.

Lisa Opie, Five's managing director of content, said: "Securing the 'Neighbours' contract was a real coup for Five. We have deliberately not altered the content of the show, and have minimised change to transmission times."

Five took the rights from the BBC by paying a reported £300m for a 10-year contract agreed in May last year. The channel is already home to another long running Australian soap 'Home and Away', which airs at six o'clock.

'Neighbours' pulls in an average of 2.6m viewers in its 1.40pm lunchtime spot, and 2.8m at 5.35pm. In its late 1980s heyday, the soap attracted upwards of 10m viewers.

The show will be sponsored by Weight Watchers.

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