Campaign promotes new look Sky 1

BSkyB has unveiled its “biggest ever” on- and off-air overhaul of entertainment channel Sky One, which will be backed by a heavyweight marketing campaign later this month.

The change sees “Sky One” dropped in favour of “Sky 1”, ditching the so-called “Sky One” rebrand of 2004 because of the way the word looked on air. Sister channels Two and Three will be similarly rebranded, with the new look on air from August 31.

A campaign to support the channel’s relaunch will carry the strapline “Sky 1, There’s only One”.

Speaking exclusively to Marketing Week, Sky 1 controller Richard Woolfe says the refresh is its most expensive and comprehensive yet and completes a two-year overhaul of the channel, begun when he joined from Living TV.

Woolfe says the rebrand and marketing campaign is designed to let people know about the “exclusive” and “premium” content available; and that it has outgrown its reputation of being all about “sci fi and Simpsons” to a rounded, “for all the family” entertainment channel.

“I never knew what Sky One stood for from a branding and programming point of view,” he says. Sky 2 will now concentrate on sci fi and male- skewed content, with Sky 3 aimed at a female audience. All will be backed by a 20% increase in investment.

The new look has been created in-house by Sky Creative. Its creative director, Andi Grainger, says the idents will feature Sky 1 talent.

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