Wickes to launch interior design TV programme featuring Rochelle Humes
Home improvements retailer Wickes will see its first advertiser funded programme with UK TV and Outline Productions air on 13 June as it looks to increase its engagement with female audiences.
Spanning ten episodes for freeview channel W, Rochelle Humes: Interior Designer in the Making will feature the broadcaster, author, entrepreneur and interiors student, take her passion for interior design into the homes of 10 families nationwide.
In each one-hour episode, Humes will visit a different family to look at problem spaces before getting to work on creating designs, changing layouts and choosing colour schemes for her new clients. The series will also feature Humes’ friend and mentor, interior designer Sally O’Connor.
Wickes’ idents will be shown at the beginning and end of each episode, and also with each break.
The retailer will be promoting the show across its social media, online and email channels, as well as in-store. UKTV will be working with Hume to drive awareness of the series and supporting the content in its owned channels.
Gary Kibble, chief marketing and digital officer at Wickes, said: “We’re making conscious choices on how we engage with a more female audience in authentic ways. Over the past couple of years, we’ve seen additional female home improvers engage with Wickes and we want to continue to deliver content that appeals to a wider audience.
“Working on our first advertising funded programme with UKTV allows us to invest in a concept that is not just brand building for us, but inspiring and helpful for those watching. It very much supports our purpose of helping the nation feel house proud and I’m looking forward to seeing how people respond to the show.”
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