, the shopping portal operated by BBC Worldwide, the commercial arm of the publicly-owned broadcaster, will next week launch a £7 million national campaign targeting ‘Middle England’ – people who have yet to venture online or experience the joys of internet shopping.

The multimedia campaign, created by London agency In Real Life, will harness TV, radio and print media with a theme of learning and understanding. Media strategy is handled by Michaelides & Bednash.

According to Julian Turner, the chief executive of Beeb Ventures, the campaign is not only “funny and inspirational, but is also familiar and reassuring … it encourages people to see shopping on the internet as something as natural as shopping in the high street.”

News Source: CampaignLive (UK)