Sky Unveils New Identity And Promotional Campaign

BSkyB has unveiled the details of the ‘multi-million’ advertising campaign with which it will reveal its new brand identity. Under the strapline ‘See the world your way’, Sky’s new brand values seek to draw together the company’s interests in not only television, but also interactive and multimedia services.

The new look was created by branding agency Wolff Olins, along with Sky and WCRS, and is launched to coincide with BSkyB’s aggressive digital TV marketing drive. From today Sky is offering free set-top boxes, a 40% discount on BT standard telephone calls and a free internet service to all Sky Digital subscribers (see Digital TV War Intensifies).

Sky has been conscious of its brand image for some time now and appointed Wolff Olins at the beginning of the year to look at ways of updating the satellite broadcaster’s image. The second round of Sky Digital ads also shifted position from the hard sell of the initial camaign to offer a warmer, more family-oriented image.

This new identity and strapline will be reflected across all of Sky’s business and trade marketing activity as well as through an above the line campaign on television, press and poster sites. Ian West, managing director of Sky Entertainment, says: “Invigorating the Sky brand is a further step in generating excitement in the digital satellite market.”

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