Based on a ‘New Model Army' creative to highlight the competition in the show, the creative uses models from the series with a 40s-style wartime theme, with presenter Lisa Snowdon as the commander of her model army.
Promo TV ads will run throughout a six-week campaign on Channel4, E4, ITV2 and MTV, targeting the key demographic of young women particularly over launch weekend.
The overall campaign will go live on 6 April and run for 14 weeks.
For the third year running the show's sponsor, Vauxhall, will run catwalk events searching for The Face of Tigra 2009, in association with LIVING.
The campaign will target 16-24 year olds with social networking and retail partnerships with shoe store Faith and beauty retailer Nails Inc. Nails Inc customers buying manicures will be able to view a preview of the first episode, while in-store branding will run in both retailes.
Over 3000 posters will appear across shopping centres and retail outlets across the UK, including Bluewater, Lakeside, Birmingham's Bullring and Trafford Centre, and Westfield shopping centre.
Website takeovers on Heatworld and Glamour.com are being used to drive impact over launch weekend, whilst social networking sites Bebo, MySpace, Facebook and Twitter, through agency Jam, are being employed to help a loyal fan base and community. The social networking creative is being handled by Holler.
Media buying was handled by Manning Gottlieb OMD, with planning by GoodStuff.
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