The programme includes television and cinema campaigns in which Anthony McPartlin and Declan Donnelly transform into HD versions of themselves. This is backed by a national press and poster marketing drive with the slogan 'The Bright Side just got Brighter'.
Billboards will carry poster ads featuring top ITV talent, including Harry Hill, Piers Morgan and Philip Schofield. ITV1 HD was launched on April 2 and is available across all platforms including Virgin and BSkyB.
ITV has also launched four new on-air idents and "evolved on-screen presentation" that includes an updated ITV1 logo.