The online campaign was inspired by research that found that today's housewives are spending a substantial time on the internet, with female, parenting and family-focused sites being used daily.
Starcom Digital has negotiated sponsorship placements to run on discussion forums on these targeted sites, with AOL roadblocking its welcome screen to capture users' attention and a poll on Wanadoo that will run questions relating to an ITV daytime show that users can vote on.
ITV Day's new on-air look will debut on April 11 and promotes 20 new commissions between 9.25am and 3.30pm and between 5pm and 6pm, Monday to Friday, with an hour of news scheduled at 12.30pm. The revamp sees stars such as Carol Smillie, Katie Derham, Claire Sweeney and Gaby Roslin joining the line-up.
It is the first time that ITV has promoted an entire strand of programming and created a distinctive sub-brand instead of focusing purely on the programme elements.
New programmes have been brought in to "put primetime values into the daytime schedule".
They include: 'Baby House', which features six first-time mothers-to-be as they move into a specially constructed house in the last few weeks of their pregnancies; 'Date my Daughter', which sees young men choosing a new girlfriend based on what a date with their mother was like; and 'Golden Lot' with contestants competing to find which is the most valuable item out of six mysterious artefacts.
Idents will consist of a variety of new and well-known faces offering opportunities for interactivity for the viewer and feature everyday scenes such as a family cycling in the park, a yoga class and a snowball fight. Promotions that are 30 seconds and 60 seconds long will run starting this week and feature many of the new ITV Day family of presenters.
A national outdoor campaign to reach 42m people is running alongside the online work with mums being targeted on their way to and from school, the supermarket and doctor's surgeries.
Clare Salmon, ITV marketing director, said: "The off-air campaign aims to change the perceptions of lapsed and non-ITV viewers via a major outdoor campaign. The online campaign complements this by enabling us to deliver intriguing and closely targeted "reasons to watch" to our key audiences."
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