Virgin Holidays manages an 18-location live global advert using LiveU technology

Virgin Holidays manages an 18-location live global advert using LiveU technology

Virgin Holidays came into contact with ITN Productions and HLA to develop the advert

Virgin Holidays ad agency, AMV BBDO, has deployed an 18-location live advert, called Seize the holiday, in which has used LiveU technology. Aired during the September 10th edition of the X-Factor on ITV in the UK -and also via Facebook- the advert immediately sent the world of social media into a spin. The Seize the Holiday campaign, of which this ad was the first, then continued for another six weeks.

 

ITN Productions, one of the UK’s largest production companies, was first approached by AMV BBDO with the idea back in March of this year. Steve Gore-Smith, Head of Field Operations, ITN Productions, has claimed: “We were immediately really excited by the possibilities but we could also see the very considerable challenges. We have handled a lot of very tricky situations with our news production but this was big, very big!”.

 

As well as ITN Productions, a second production company was also brought on board -HLA- with it responsible for everything in front of the camera lens, while ITN Productions for everything behind.

 

ITN Productions used a LiveU LU2000 unit

 

LiveU, LU2000, broadcast, broadcasting magazine

LU2000 diagram.

 

Having considered satellite and fibre connectivity to bring the live images back to ITN’s London facility, the company turned to LiveU’s portable cellular transmission technology for flexibility, reliability and cost reasons.

 

For the Seize the Holiday project, LiveU and its UK partner Garland Partners’s events team managed the logistical challenges and liaised with all key parties. Having checked every global location for both creative and connectivity possibilities it was decided that 15 of the 18 locations would use LiveU units. ITN Productions used a LiveU LU200 field unit to do this.

 

“We confirmed that LiveU would be our main acquisition technology both because of its flexibility and robustness and also the unified management system LiveU Central”, has said Steve Gore-Smith, Head of Field Operations, ITN Productions. “We had to work with crews that we knew – there were over 90 people in total – and some that we never met. Therefore the technology had to be simple to use and easily managed from the UK. This LiveU Central easily allowed”.

 

Ronen Artman, VP of Marketing with LiveU, has concluded: “It’s stunning to think back to when LiveU launched and now look at how far we’ve come. This project was a huge achievement by everyone involved and shows how powerful and flexible our technology is. We’d also like to thank Garland Partners for the special effort that they put into this successful project”.

 

Here’s a link to the advert: www.youtube.com/watch?v=NCUFpYGOsQ4.


Having considered satellite and fibre connectivity to bring the live images back to ITN’s London facility, the company turned to LiveU’s portable cellular transmission technology for flexibility, reliability and cost reasons.
LiveU, LU2000, broadcast, broadcasting magazine

TM Broadcast International

Broadcast and audiovisual digital magazine

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