In a ground-breaking partnership to mark the launch of Channel 4’s new show, The Inheritance, HELLO! has changed its masthead logo from HELLO! to BYE! on the 1 September issue.

HELLO!’s familiar red masthead, has been adapted to preview The Inheritance, Channel 4’s new game show where thirteen strangers compete to win an inheritance from a fictional deceased benefactor, played by Elizabeth Hurley. The collaboration between OMD UK, HELLO! and Channel 4 delivered a distinctive media placement designed to introduce audiences to the programme.

The campaign includes a comprehensive media plan across HELLO!’s print, digital, and social platforms, teasing the programme launch with exclusives, highlighting the show over three weeks of transmission.

OMD, Channel’s 4’s media agency, devised the media-first partnership. Creative Partner, Annie Jarvis, says: “We were briefed to deliver a playful launch idea that matched the show’s camp and cut-throat vibe. With its legendary status in the celebrity world, our idea was developed solely with HELLO! in mind. It just had to be them! Through collaborating closely with the teams at C4 and HELLO!, we were able to get this iconic first into the real world. We are SO excited to see BYE! on shelves.”

“Iconic show, iconic talent, and now an iconic partnership. We loved the playful creativity working with HELLO! has unlocked; their willingness to adapt their most unique brand asset has created a fun, disruptive and unique activation. HELLO! readers will also have access to exclusive content and interviews from Elizabeth Hurley.” , says Iain Walters Head of Marketing at Channel 4.

HELLO! Publisher Tamsyn Spires says: “We are thrilled to partner with the creative teams at OMD UK and Channel 4, using the strength of the HELLO! brand with a market first execution to introduce a fantastic new show in such an innovative and exciting way.”

The Inheritance can be found on Channel 4, watch or stream Sundays and Mondays at 9pm and Tuesdays at 9.30pm.