Sky TV plans free festival push to drive awareness

Sky TV is launching a free “entertainment festival” aimed at developing awareness of its channels and bringing them “to life”. Sky claims that it is the first free public event of its kind.

It is hoped that more than 100,000 people will attend the three-day Sky Festival, spread over 30 venues around Manchester. The initiative, which will include interactive events, movie screenings and sporting activities, is designed to appeal to existing viewers as well as potential customers.

Attractions will include A1 GP motor racing across the city centre with Sky Sports, and newsreading at Piccadilly train station with Sky News.

BSkyB, which has more than 8 million subscription customers, faces renewed competition from resurgent cable operator NTL Incorporated, the free-to-air Freeview service and planned TV subscription services such as BT Vision.

The event will be supported with outdoor, radio, press and online advertising, with a dedicated website. Sky Festival has been created by experiential marketing agency RPM.

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