TVC won the work following a competitive pitch. The brief is to position Sky Arts as a single arts ‘superchannel’, showcasing cultural programmes 24 hours a day, ranging from classical to contemporary.
Manisha Ferdinand, head of PR at Sky Arts, said: "TVC impressed us with how it grasped and interpreted our brief. The team demonstrated a clear understanding of what we want to achieve – not just with this campaign but moving forward for the channel. We love the idea for the relaunch and are looking forward to working with TVC."
Group managing director of TVC James Myers said: "We have a rich heritage of arts and culture campaigns at TVC and while we all have somewhat different tastes, we’re all very passionate about them. The project is giving us the opportunity to play to a number of our strengths – particularly media relations, creative and content production – which means that members of TVC across different divisions are involved and engaged in making this a huge success."
TVC has worked with arts and culture clients including The Arts Council, Costa Book Awards and London Symphony Orchestra.