Mellors Reay & Partners has picked up the 1m-plus launch campaign for The Disney Channel UK, which will start broadcasting on October 1. The agency beat competition from Ogilvy & Mather and at least one other agency.
Media for the launch will be handled by BBJ Media Services, which already handles media for Disney-owned Buena Vista Home Entertainment and Buena Vista International Film Distribution.
Michael Spencer, newly appointed director of marketing for Disney Channel UK, has confirmed the appointments. He joined two weeks ago from home shopping channel QVC, where he was marketing manager (MW June 9).
Disney Channel UK will be offered to BSkyB subscribers as part of the premium bonus package, which includes Sky Movies and The Movie Channel. It will comprise family entertainment – including films, cartoons and “insightful documentaries” – and broadcast 16 hours a day.
Mellors Reay new business director Justin Cernis says the agency will be using its experience gained on media owner launches.
Past clients have included ITN and TV airtime sales house TSMS. At present, the agency is preparing a launch campaign for Heart 106.2, the commercial radio station which launches in London in August.