Sky launches Katie Price promo campaign

Sky has today launched a new promotional campaign ahead of Katie Price's debut on the Sky Living channel next month.

Last June, Price signed a multi-million pound deal with Living channel-owner Virgin Media Television, ending her long-running association with ITV2. Virgin Media TV was later acquired by Sky in a £160m deal and rebranded as the Living TV Group.

Produced by Sky's in-house agency Sky Creative, an on-air promo film will showcase Price's new eight-part, fly-on-the-wall series, Katie. Filmed in a water tank at Pinewood Studios, the 45-second film will air from today on Sky and its digital partner channels.

Alongside the marketing campaign, which will run across print, outdoor and online from next month, Sky Creative has also produced the title sequence for the show.

"We wanted to capture a pure and simple, yet visually arresting Katie to launch her new show on Sky Living HD," said Matt Scarff, head of creative at Sky Creative.

"The creative idea washes away the Katie that we all know to reveal a new and revitalized Katie, ready to take on anything, all shot underwater giving us the unique angle we required for one of the most photographed women in the world."

Julia Barry, Sky Networks deputy director of marketing and communications, added: "Katie's new show will form a key part of Sky Living HD's schedule, and this stunning and original campaign provides a completely fresh perspective on someone who is so familiar to so many."

Under Sky's new strategy, Sky Living will receive a programming budget increase of 25%, using funds freed up from the closures of Bravo and Channel One.