SEA LIFE
and Sky Media Kids' Channels
SEA LIFE becomes the very first morning sponsor
of all Sky Media dedicated kids' channels
In a Sky Media first, in 2024, we offered a brand the unique opportunity to sponsor all our nine dedicated commercial kids’ channels. This included some of the UK’s biggest children’s channels such as Nickelodeon, Nick Jr., Boomerang and PoP.
Facilitated with Narrative Entertainment, Paramount UK and Warner Bros. Discovery, SEA LIFE became the debut brand to leverage this partnership, making them the first-ever exclusive sponsor of mornings across Sky Media Kids. The multi-channel sponsorship aimed to drive national brand awareness amongst SEA LIFE’s target audience of families. We used our addressable platform, Sky AdVance, to target parents in a brand-safe environment, to increase visits to SEA LIFE’s six centres across the UK.
This sponsorship provided a strategic and targeted approach, ensuring SEA LIFE’s message resonated with a broad kids’ audience across a range of programmes, and dayparts. This campaign was a pioneering effort by Sky Media, marking the first time a single brand has sponsored all the kid’s channels in the Sky Media portfolio. This exclusivity gave SEA LIFE a unique advantage. Additionally, we refreshed the AdVance creatives during Halloween and Christmas highlighting SEA LIFE’s seasonal events. This allowed us to engage with the audience throughout the year and increase bookings to SEA LIFE centres making SEA LIFE’s offerings continuously accessible and relevant.
We partnered with SEA LIFE and their media agency Wavemaker UK to create a multi-channel sponsorship. The campaign aimed to boost national brand awareness among families and drive increased visits to SEA LIFE attractions. The idents would air mornings (0600 – 0900) across Sky Media Kids channels, varying between 5”, 10” and 15” seconds. We made 6 x AdVance TVCs that were 30” long and ran across our digital platforms with a “Book Now” CTA. This meant they served a different purpose in our campaign to the sponsorship.
The AdVance creatives were distributed across key SEA LIFE locations such as Birmingham, London, Manchester, Brighton, Scarborough, and Weymouth to encourage visits from local families.
The sponsorship has significantly boosted consumer behaviour metrics and positively impacted brand image, with an 8% increase in the perception that ‘SEA LIFE is a must-visit attraction’. The sponsorship has also enhanced consumer engagement metrics, increasing talk ability, brand knowledge, and call-to-action. Synergy scores are excellent among viewers, with 95% rating them highly, and nearly perfect scores (97%) among viewers aware of the sponsorship, reinforcing SEA LIFE as a must-visit attraction.
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