Sky In Eggstra Christmas Promotion

Sky Television, in a bid to gain extra subscribers by Christmas, has allocated a budget of £18.5m for marketing. Sky will be placing an ad on 8 million eggs through Tesco supermarkets, carrying the strapline “Sky TV – No Turning Back”, from next Monday. The boxes will also carry the logo and a competition phone number.

Sky’s marketing director, Philip Ley, said that Sky had been marketed too exclusively to men so far, with the emphasis on sport. They need to persuade women, children and teenagers that it is “a must-have, buy-now purchase.” Football hating women have blocked subscriptions, he believes. Another problem is that satellite has been marketed as acquiring a dish rather than a set of programmes and channels.

Sky: 071 705 3000