Sky is embarking on its first concerted PR exercise to promote the
broadcaster’s ’human face’ to the community.
’Reach for the Sky’ is Sky’s first foray into cause-related marketing
and will be launched in April.
The pounds 6 million campaign represents one half of Sky’s millennium
celebrations, the other half being Sky’s sponsorship of the Millennium
The broadcaster is working closely with the Department of Education and
private bodies such as the Science Museum in giving career advice to
14- to 16-year-olds. The full weight of the broadcaster’s network is
being placed behind the campaign with public service announcements being
shown on all Sky channels.
An information hotline is being set up to allow teenagers and their
parents to order a career pack. Weekend courses on career opportunities
for youngsters will also be hosted by Sky. ’It could be about journalism
or TV or say, for example, the Science Museum could help on advice on a
career in science,’ said a Sky spokesman.
Sky has appointed Good Business, the social marketing agency set up by
former M&C Saatchi ad man Steve Hilton, to handle the campaign.
’Reach for the Sky’ is being launched at a time when Sky is striving to
reposition itself as a more upmarket TV brand that gives the consumer a
wider choice of viewing through a variety of networks. Choicewill be the
key word behind all Sky’s future PR and marketing drives.