BSkyB is relaunching Sky Travel as a Sky Real Lives in a bid to capitalise on the growing consumer appetite for “real life” stories. The channel, which launches on November 7, will be the UK’s only 24-hour channel dedicated to human interest stories.
The rebrand marks a “significant change” in the channel’s programming strategy,
with an increase in both marketing and programming spend. It is hoped the changes will attract a core audience of 35 to 54-year-old women
Barbara Gibbon the head of Sky Real Lives, says the relaunch will increase audience numbers as well as “cut confusion” by being explicit about what it stands for.
She adds that Sky Travel has shifted its emphasis over the last two years to include more human interest programming, but that the channel name was misleading, as many consumers went to the channel when looking to book holidays.
Gibbon says the change follows several months of research and will enhance content choice as well as provide a clearer channel proposition and improve navigation for viewers.
Sky Travel 1 and Sky Travel Extra will also be renamed as Sky Real Lives 1 and Sky Real Lives 2. Sky Travel Shop will be renamed Sky Travel and will become the holiday part of the business.
Sky Creative, Sky’s in-house creative team worked on the rebrand and on-air identity, after pitching against external agencies. A campaign to support the revamp will run on-air, as well as in print such as women’s real life titles and mass-market papers.