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May 13, 2009

TRO wins TV Licensing experiential campaign

Direct and digital agency Proximity London, on behalf of TV Licensing, has appointed experiential agency TRO to produce a face-to-face marketing campaign visiting approximately 50 universities nationwide.

After winning a four-way competitive pitch, TRO has been briefed to raise awareness among students of the legal requirement for individual ownership of a television licence in halls of residence.

“TRO has already devised and managed a number of university-based experiential campaigns, and it was the agency’s successful track record in engaging with students that strongly influenced our decision,” said Proximity’s planner Hazel Reed.

The agency will be recruiting a squad of students to spread the word among their peers during the September-October ‘freshers’ period, with the ultimate objective of encouraging licence sales, both amongst students in halls and also those in private housing.

One of the campaign’s key objectives will be to explain the legal position for students wishing to watch programmes either on a TV set or streamed through a laptop.

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