New Movie Channel Launches With Major Ad Campaign

A major month-long advertising campaign for a new made-for-TV movie channel, movies 24, is set to begin across Sky’s portfolio of channels, with additional promotion in the press and Outdoor sectors.

The new channel, from Sparrowhawk Entertainment Ltd, will launch on 1 July on Sky Channel 329. 20 and 30-second ads will be screened on channels such as Sky 1, 2 and 3, Sky News, Sky Sports, FX, the Discovery Channel, Kiss and Magic.

The Outdoor campaign will see six-sheet posters featured in 500 shopping centres across the UK, while the press campaign blankets national newspapers and television magazines, including The Sun, UK Metro, the Evening Standard, Daily Record, Radio Times and several other television mags.

Michele Danan, creative planning director at ebb&flow, the company producing the promotional campaign for the new station, said: “ebb&flow are delighted to be working with movies 24 and have enjoyed creating a nation-wide multi-media campaign that is uniquely engaging and highly populist.

“The strategy aims to raise perceptions of the made-for-TV movie genre and to position movies 24 as the definitive place to watch them. The campaign is set at the heart of British home life with TV, press and poster ads inviting the whole country to the premiere of movies 24 in their own home with a truly involving second phase of the campaign inviting all adults to compete for the opportunity to become one of the channel’s six TV movie critics.”

Sky: 08702 40 40 40 www.sky.com