Made for TV channel Movies 24 launches on Sky

Movies 24 will be promoted across television, outdoor and press in a month-long campaign created by agency Ebb & Flow.
 
The TV section of the campaign will include extensive exposure across the Sky portfolio of channels, with 20- and 30-second spots on channels including Sky One, Sky Two and Sky Three, Sky News, Sky Sports, SPX, History Channel, FX, Discovery Channel and Emap platforms Kiss, Magic and Box.

The outdoor campaign will see six-sheet posters featured in 500 shopping centres across the UK. The press campaign will include national newspapers and television listings magazines, including The Sun, Metro, Evening Standard, Radio Times and What's on TV.

The press campaign features two different executions. One is an envelope containing an invitation to the channel premiere and the other invites members of the public to become movie critics in a competition, which will lead to one of the winners becoming one of Movies 24's film critics.

Rosie Hill-Davies, Sparrowhawk's vice-president of broadcasting, said: "Movies 24 is a new channel dedicated to made-for-television movies. The movies cover every emotion -- betrayal, love, intrigue, passion and heartbreak -- and bring great TV movies with A-list Hollywood talent into the living room."

Michele Danan, creative planning director at Ebb & Flow, said: "The strategy aims to raise perceptions of the made-for-television movie genre and to position Movies 24 as the definitive place to watch them."

"The campaign is aimed at the heart of British home life with TV, press and poster ads inviting the whole country to the premiere of Movies 24 in their own home with a truly involving second phase of the campaign inviting all adults to compete for the opportunity to become one of the channel's six TV movie critics."

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