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.