BRITISH SKY BROADCASTING

At the time of launching digital TV in the UK, their marketing strategy was to give away the set top boxes and dishes for free, enabling them to get into peoples homes. The City believed in the company and bought into the vision that Sky represented the future of TV.

To support the launch and help communicate the proposition more clearly, Carnegie Orr produced an annual report that focused on what the business offered – red buttons, 400 channels at your fingertips, online shopping and banking.

Over time, we helped them evolve their reporting, away from a focus purely on functional details and business diversity, to a strategy based on measurement: number of subscribers, average revenue per customer, the targets set and reporting on how they’d met those targets.

We designed and produced Sky’s 20th anniversary brochure and over the year’s we’ve created everything from internal communication initiatives to publicity newsletters leading up to the launch of Sky HD.

BSkyB has grown impressively over the last decade and, as a constantly innovating company, they need to keep a broad spectrum of audiences up-to-date with their most recent developments – the press, the City, public opinion formers, partners and new recruits.

The Sky Fact Book is a simple yet engaging ‘encyclopedia’ of everything you ever wanted to know about Sky – past, present and future. The collection of nine editions published to date, are based around a strong communications theme. Communicating more up-to-date information than the Annual Report, it became one of Sky’s most important forms of annual communication.