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Sons of Anarchy PR campaign 'to build Bravo brand'

14 Apr
A new PR campaign for a US TV show broadcast by Bravo has been unveiled by Virgin Media, which said it aims to build the "brand affinity" of the channel.

The second series of motorbike gang drama Sons of Anarchy is due to air from April 28th, telling the raw story of a town in California ruled by a group of outlaws.

It was created by The Shield's Kurt Sutter and stars Queer as Folk star Charlie Hunnam as conflicted vice-president Jax Teller.

A spokesperson told Media Week that TV spots, produced by VMtv Creative, will be screened on a wide range of channels alongside quotes from critics and action shots in order to attract mainstream viewers.

Flyposting across seven cities as well as Absolute Radio podcasts will hopefully appeal to a younger demographic, while a print campaign and outdoor adverts in national rail stations and the London Underground are also intended to catch people's attention.

"Sons of Anarchy more than doubled its audience in the US during this series," Virgin Media Television head of marketing Jo Davey told the publication. "This campaign absolutely positions Bravo as the ultimate home of brave, premium drama that you have to discover."
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