Sky News launches first major marketing campaign

Sky News is to launch its first major marketing campaign in its two-decade history to promote its election coverage.

Sky News campaign
Sky News campaign

The multi-million pound nationwide campaign, developed by WCRS, will begin on 10 April with the promotion of its live debate between the three political party leaders.

For the first time, Sky News will also have advertising on channels outside its own, such as ITV and Channel 4.

The campaign also features print and online activities with close-up photos of the three main UK party leaders under the headline ‘Nothing gets you closer’.

The ’Sky News Debate’, set to be aired on 22 April, is one of three televised debates in the run-up to the election. It will be shown in High Definition (HD) as a taster for the “imminent” launch of Sky News HD.

The debate will focus on foreign policy and is sandwiched between two other leaders’ debates on 15 and 29 April shown on ITV and BBC respectively. ITV’s debate will focus on domestic affairs, while the BBC debate will see Gordon Brown, Nick Clegg and David Cameron quizzed on economic policy.

Earlier this week (6 April), Prime Minister Gordon Brown announced the election would take place on 6 May. The leaders have since set off on their nationwide campaigns.

While face-to-face campaigning will have gathered pace overnight, the race to Number 10 could also be won and lost on cyberspace with social media expected to play a pivotal role.

Political brands are now using complex social media strategies to reach consumers, as discussed in this week’s cover feature in Marketing Week.


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