Sky Movies aims for women in tube blitz

Sky Movies is following up its pounds 1 million ’ready to watch’ advertising campaign in women’s glossy magazines by taking up poster sites along the platform of an entire London Underground station - Knightsbridge - next month.

Sky Movies is following up its pounds 1 million ’ready to watch’

advertising campaign in women’s glossy magazines by taking up poster

sites along the platform of an entire London Underground station -

Knightsbridge - next month.



The advertising campaign features striking fashion designs appropriate

to specific films showing on Sky from star English designers such as

Philip Treacy, Bruce Oldfield and Amanda Wakeley.



Eight 48-sheet and five 16-sheet posters will run along the tube

platform from 1 December until the end of the month.



The poster campaign was created by the copywriter, Dan Radley, and the

art director, Ken Ansell, at the Design Clinic and planned and bought by

Universal McCann.



Fiona Smedley, joint managing director of Universal McCann, said: ’We

wanted to showcase as many executions as we could and make it an

event.



Each of the three designers involved have come up with a number of

different concepts for films. These designers have more affinity with

Knightsbridge than anywhere else and, with the Christmas shopping

period, lots of commuter traffic will pass through the station.’



The original press advertising campaign, which began in September, was

the first time Sky Movies targeted advertising at women. Fifteen fashion

shots were created by top English designers and shown in titles such as

Vogue, Elle and Marie Claire.



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