Sky has hired Red Rooster to promote its school leavers careers
advice service, called Reach for the Sky (PR Week, 5 March). Work
started last week on the consumer account, which was won after a
three-way pitch. Costing pounds 6 million, the scheme is being run in
conjunction with the Department of Education and Employment and the
Science Museum. The cause-related marketing scheme runs parallel to the
broadcaster’s sponsorship of the Millennium Dome.