Magazine article Marketing

BSkyB Picks Euro RSCG for Automotive Channel

Magazine article Marketing

BSkyB Picks Euro RSCG for Automotive Channel

Article excerpt

BSkyB has appointed Euro RSCG Direct to handle launch activity for The Automotive Channel, its new channel for the motor industry launching later this month.

The Automotive Channel is the first TV channel in Europe to be dedicated entirely to the motor trade, and the agency will create a targeted campaign to identify key decision-makers and prospective users across the industry, from car dealers to City analysts.

A communications plan has already started, with a presentation 'leave-behind' pack, to be used as reference material for high-level executive manufacturers and trade associations. The pack consists of an aluminium attache case holding a presentation video, CDROM and launch brochure, inviting comparison of the channel launch with a major car launch.

The aim of the campaign is to create intrigue among an audience bombarded with frequent marketing communications, and to cut through to people used to big budget launches. Trade press ads are also being used to build awareness and interest in the industry, and initiate demand for the channel. …

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