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Doctor Who has produced added than 800 episodes and aired in more than 200 countries. The barrage of the latest alternation has got B&T apprehensive what business approach are abaft the world’s longest-running sci-fi show.
Julia Kenyon, administrator of ball brands for BBC Worldwide took the time to acknowledge the business ability abaft the Doctor Who brand.
How has the about-face of Doctor Who enhanced branding of the show?
The accession of each new Doctor means we additionally accept an befalling to brace our cast toolkit, whether this is new titles, the music, the logo, the sonic screwdriver or the TARDIS interior. The about-face is at the affection of actuality able to accumulate the appearance and cast fresh, and abide accordant to ceremony new generation.
We are ever grateful to the ability that invented the about-face of the Doctor. In 1966 it was a chancy idea, but the appearance was too accepted to aloof let it end back the advance amateur could no best continue. It’s what keeps the appearance consistently beginning year afterwards year, both through the creation of a new hero for ceremony bearing of fans, and as a way to reflect and advance new aspects of the Doctor’s character. While the Doctor is at amount a connected character, his external appearance and characteristics can change to bear new agency to appoint and contentment the audience, like any abundant brand.
What business strategies accept been acclimated to advance alternation 8?
Last year saw the 50th anniversary of the appearance and this was a huge all-around event. The ceremony adventure was advertisement in 98 countries and in 15 languages with 3D cinema screenings in 23 countries. It was the aboriginal time we arrive admirers all about the apple to accompany calm in one big all-around celebration. We capital to body on this for alternation eight, abnormally as it’s such a cardinal one – introducing a new Doctor. We bare to do article as aggressive as the 50th anniversary, and so Doctor Who: The Apple Bout was born. It was advised to acquaint Peter Capaldi to admirers all about the world, demography him to places that no Doctor has anytime been before. Indeed, no British TV appearance has anytime done annihilation like this before.
The bout visited seven cities beyond bristles continents in aloof 12 canicule and in ceremony area the shows stars Peter Capaldi and Jenna Coleman, and showrunner Steven Moffat, accept abounding fan events, media interviews and photo calls. The bout accustomed the best agog and all-encompassing media advantage beyond all platforms, including added boilerplate media titles than accept covered the appearance in the past.
Our amusing media attack was planned bottomward to the aftermost detail so that fans, wherever they are, could chase and feel allotment of what was happening. At ceremony fan accident we accept buried the aboriginal adventure of division 8 and the accession has been extraordinary.
The admirers accept been our better supporters and our better promoters, evangelising their 18-carat adulation for the cast to added admirers and to new audiences. The bout has been a huge advance for both the appearance all-embracing and for division eight and the new Doctor in particular.
How active has amusing media been in announcement the new series?
Doctor Who has one of the best affianced amusing media audiences beyond the accomplished sci-fi and fantasy genre. They are ardent followers of the cast and accept an clamorous appetence for new content.
For the 50th anniversary we created a confusing chat of aperture business attack that fabricated admirers feel that this was an unmissable all-around event. Admirers were kept motivated and aggressive to abide application the attack hashtag #SaveTheDay through a anxiously crafted agreeable plan arranged with beginning aboriginal agreeable that was appear throughout the countdown to the anniversary. On the day, the adventure became the best tweeted about UK ball of all time and we saw the Facebook admirers abound by 1.2 actor fans. We abstruse through this attack that the added we upped the abundance of agreeable administration the added admirers affianced with us and the bigger the admirers grew. Giving admirers agenda admission to the bout has been broiled into the attack from the alpha and we’ve been able to do this through alive updates from fan contest and abaft the scenes admission to talent. The ‘post agenda home’ videos from ceremony area accept been abundantly accepted with ceremony one extensive about two actor bodies to date. The bout has accustomed admirers an befalling to get afterpiece than anytime to the stars of the appearance Peter Capaldi and Jenna Coleman and the acknowledgment to this has been fantastic, the best aggregate photos to date accept been the ones of Peter and Jenna in New York which accept accomplished about 1.5 actor bodies so far.
How has the branding of Doctor Who acquired back it aboriginal went to air in the 60s?
In the past 50 years, Doctor Who has both reflected trends and set trends. There are actual few television shows that still feel active and accordant afterwards bisected a aeon but as the cast grows we’re seeing new audiences appoint with the appearance and abutting with the appearance of the Doctor. It’s amazing to see admirers all over the apple award afflatus in Doctor Who and back the bout went to New York we asked admirers to acquaint us what the appearance agency to them. The acknowledgment was abundantly moving, we had admirers cogent us it fabricated them feel important no amount who they are, it’s accomplished accouchement with autism and helped bodies through ancestors affliction and alike
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