Sky starts major push for Terry Pratchett dramatisation

BSkyB is launching a multimillion pound campaign to support its flagship Sky One Easter holiday drama Terry Pratchett’s The Colour of Magic.

The campaign, which breaks later this week, includes TV, press, online and outdoor executions as well as the rerelease of Pratchett’s book of the same name, part of the Discworld series.

The book is being re-issued with the Sky advertising creative on the cover and will be sold exclusively through the Borders book chain. It is thought to be the first time a multichannel programme has featured on a book jacket in this way. Borders will also run in-store marketing for the programme.

Sky is also partnering with online bookseller Amazon, as well as homepage takeovers on MSN, Yahoo! and AOL. Interactive ads will run across sites, such as TVGuide and Yahoo! linking to the sky.com/magic microsite.

Fans can bid for replica luggage, featured in the programme, in an eBay auction to raise money for Pratchett’s charity.

National press advertising will run in titles including The Sun, The Guardian, New Statesman and listings sections and TV spots will air across Sky Networks. Sky is also launching a Bluetooth zone at Victoria station, which will give mobile users the opportunity to download video clips, ring and text tones and screen savers.

The campaign has been created by The Red Brick Road, with media planning and press and radio buying by Mediacom, outdoor buying by IPM and online buying through Diffiniti.

Sky is heavily promoting the programme following the success of Pratchett’s The Hogfather, which, according to Sky, was the most viewed multi-channel commission aired in the UK.

Recommended

Iris wins Sony Ericsson global activation strategy

Marketing Week

Iris has been appointed by Sony Ericsson to handle its global activation strategy. The move follows a competitive pitch against undisclosed agencies. The brief will encompass integrated campaigns across Sony Ericsson’s sports marketing deals, retail business and sales promotions. As part of this brief, Iris will handle Sony Ericsson’s £44 million global sponsorship of the […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now