The consumer brief aims to drive Sky Digital customers to Skybet and to increase its profile within the betting market. JCPR has been appointed to promote the two-year-old channel to coincide with its forthcoming advertising campaign and logo redesign. The contract runs until late autumn.
A BSkyB spokeswoman said the appointment was the first time the company had hired an agency for Skybet, with previous publicity handled in-house.
‘The appointment is mainly to promote the sports betting aspect of the service, Sky Vegas Live, and to create awareness among Sky Digital’s 7.3 million viewers in the UK and Ireland,’ she added.
The channel allows punters to place bets on sporting fixtures and entertainment events.