Magazine article Marketing

Dave Extends Its Brand with Live Comedy Shows

Magazine article Marketing

Dave Extends Its Brand with Live Comedy Shows

Article excerpt

UKTV, the digital broadcaster, is to launch the first brand extension for its Dave channel in the form of a series of live comedy events.

The gigs, called 'Dave's Comedy Society: Live', tie in with its 'The home of witty banter' tagline and will feature a line-up of comedians who have appeared on the channel, including Alun Cochrane and Richard Herring.

The idea is to create a 'Dave experience', to make the audience feel as though it is 'genuinely entering Dave's world' rather than simply attending a comedy event sponsored by the channel.

The venues will evoke Dave's idents by featuring props such as flocked wallpaper, gold picture frames and stuffed animals, and a man riding a penny-farthing. There will also be a dressing-up box for gig-goers who wish to pose for souvenir photos.

Dave has initially planned four shows at the Bloomsbury Theatre in London. They will take place on 18 April, 23 May, 13 June and 18 July.

'Having created a network of evocative multi-platform brands, our ambition has always been to capitalise on this momentum and stretch some of them beyond TV,' said Julia Jordan, executive director, business and operations, at UKTV. …

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