Discovery Channel dishes the dirt on careers

Singapore - Discovery Channel has launched a new campaign to drive viewers to its new series Dirty Jobs, featuring taglines such as ‘Let's talk dirty' and ‘All the dirt. Minus the celebrities' on 300 public dustbins at bus shelters.

The campaign launched on 12 October in Singapore and includes on-air, on-ground, radio, print, press, and online elements. Members of the public in high-traffic areas such as Raffles Place in Singapore and Jalan Bukit Bintang in Kuala Lumpur witnessed ‘dirty job' workers handing out ‘classifieds' with information about the new series. Other venues targeted include Market Street, Boat Quay, Clarke Quay, and the Central Business District area in Singapore; Kota Damansara, Mont Kiara, the Asian Heritage Row, Bangsar, and Desa Sri Hartamas in Kuala Lumpur.

Class 95 in Singapore and Hitz and Lite FM in Malaysia will run radio spots featuring a group of kids talking excitedly about what they want to be when they grow up - aspiring to be worm dung farmers, bat biologists, avian vomitologists, and sewer inspectors.

Dirty Jobs pays tribute to the men and women who take on the many jobs that we take for granted. With an engaging host, the series informs and educates through light-hearted yet very real situations, providing our viewers with the best non-fiction programming that is core to our brand. In keeping with the quirky nature of the programme, we have taken a unique and slightly tongue-in-cheek approach with our marketing campaign, leveraging on print, radio, and online outlets that align with our target audience," Kevin Dickie, senior vice president, marketing and communications, Discovery Networks Asia said.

The campaign will also be supported by ads in the October cable guides, Reader's Digest, and the Cathay Pacific in-flight magazine. Online components include banners on the Yahoo Singapore and Asia sites.

Dirty Jobs, which premiered across SE Asia earlier this week, profiles the everyday labourers who make their living in the most unthinkable - yet vital - ways.