The Week: Sky launches 'moments' campaign to promote HD offer

Sky is launching an integrated campaign to support its Sky+HD offer by showcasing a series of highlights available in high definition.

The "moments" campaign, through the Sky roster creative agency Brothers and Sisters, breaks on 5 February and coincides with Sky celebrating its 20th anniversary. Last week, it announced that it was making its Sky+HD boxes available to new customers and existing subscribers for £49.

Advertising, led by TV activity, features some of Sky's most impactful programming on HD, including Lost on Sky1 HD, the latest Indiana Jones movie on Sky Box Office HD and a sequence of a whale from National Geographic Channel HD. The ads end with the line: "High definition. Now it's for everyone."

Sky, led by the chief executive, Jeremy Darroch, said last week that it saw a "significant opportunity" in growing its HD business after seeing a rise in demand during 2008.

- Feature, page 20.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).