Sky Anytime is to form a key part of a £2 million brand marketing campaign for Sky Movies. The campaign, the first since the rebranding of the premium channels in Spring 2007, will combine an integrated cross-media campaign, planned by Mediacom and IPM, covering, press, cinema, online with on-air promotions through Sky’s own channel network.
The campaign is designed to differentiate itself from rival film services, highlighting both the online download service and the absence of commercials during the movies themselves. Although rival Film4 has an online presence it has included centre breaks since its move to basic packages.
