Launching this weekend, Bridge Studio has created a series of content promoting Sky Atlantic’s new show, Patrick Melrose, starring Benedict Cumberbatch.

The campaign is positioning the show as as ‘the programme everyone is talking about’ and the activity will build on publicity surrounding the launch episode and encourage viewers to stick with the series.

The campaign kicks off with a DPS advertorial in Sunday Times magazine, followed by an 8 page supplement in Weekend, which features top critics and award-winning authors discussing the merits of the show.

Bridge Studio have also produced a bespoke coverwrap of  The TLS which will wrap an additional print run of 30k copies which will be be given away free at the Hay Festival, all funded by Sky.

Alongside the content will be a series of display advertising formats across The Times portfolio, onsite trailer distribution with special mobile edits for Times readers created by V Studio and amplification of Sky’s social media output using Social Amp.