Key art for final season of Downton Abbey on MASTERPIECE
KEY ART | ADVERTISING | DIGITAL
Through almost all of its sensational run, PBS has partnered with SJI to promote Downton Abbey on MASTERPIECE, their most-watched show ever. The combination of creative advertising and out of home tactics from PBS and striking advertising from SJI has helped drive tune-in and stoke fan fervor in the process.
For the final season, the goal for the creative was to provide a sendoff equal to the stature of the beloved series. We developed key art with a sense of warmth and celebration, which was especially appropriate during the holiday season promotional run up to premiere. SJI took a new direction when creating the consumer advertising campaign, including developing individual character posters along with the main key art. The resulting campaign and messaging was designed to command viewers’ attention.
Fun hashtag headlines were combined with a shimmering Art Deco style in gold and silver hues, to create a series of character driven posters for cross-platform use.
The campaign launch featured high-profile out of home tactics including a storefront takeover near Times Square, along with national print insertions, social media and online campaigns.
On-air creative, utilizing the modern Art Deco designs of the campaign, was produced by PBS to complement the digital and print tactics.
Nearly 10 million viewers and fans tuned in to the premiere of the final season of Downton Abbey, continuing its run as the highest-rated PBS drama of all time.
SJI always produces the highest caliber of creative and strategic work. They are detail oriented, buttoned up, and deliver creative beyond expectations.
It is always a pleasure to work with them.
—Derrick Chamlee Creative Director, Primetime Promotions, PBS