Channel 4 has begun its Formula 1 promotion in earnest with teaser trailers airing across their portfolio of channels.
The trailers started airing on the 24th February and will no doubt continue through the next couple of weeks as we head towards the Australian Grand Prix. I’ll adjust this post when clean versions of the trailers are released. Alongside this, @C4F1 is the official Channel 4 Twitter account for Formula 1 going forward.
The promotional work surrounding Channel 4’s coverage is being handled by Pitch PR, who won “a competitive pitch process at the start of the year.” To quote from Pitch’s press release, they have “been tasked with helping launch Channel 4’s 2016 coverage and promoting the broadcast of their live and highlight coverage throughout the season.”
Update on February 26th – Here we go! Channel 4’s F1 Twitter (and Vine) feeds are alive. A host of tweets came through on the Twitter account promoting their coverage. Their first tweet, embedded above, is the famous riff of The Chain which is remaining with Formula 1 in 2016. On television, more teaser trailers aired during shows such as Gogglebox. The car in the teasers appears to be the Red Bull RB7 from 2011.
Update on March 8th – Coinciding with the formal launch of their coverage, Channel 4’s promotion is about to ramp up significantly with the launch of their 30 second trailer. As well as being broadcast on Channel 4, the trailer will be “broadcast in key spots on BT Sport and ITV1 including the England vs. Wales Six Nations rugby match on Saturday 12th March” in order to reach a wider audience.
Notably, the campaign will continue beyond the Australian Grand Prix, including radio trailers leading up to the Bahrain Grand Prix, which is Channel 4’s first live Grand Prix. Channel 4 notes that the trailer was shot at Silverstone and was conceived and created by their in-house creative agency 4Creative.
Update on March 15th – A high resolution version of the 30 second trailer has been uploaded to Vimeo here.