Beyond the press release
Great comms isn't just putting information out. It's knowing who to reach — and getting a response.
Most marketing can fall into one of two traps: information pushed out to everyone in general and no one in particular, or a channel schedule that only ever reaches the audiences who already follow you. The teams that get results do something different. They work out which audiences they actually need to reach, and they use content to inform, to influence behaviour and to drive real outcomes — filling events, growing service uptake, shifting how people travel and act — then make sure the message travels well beyond their own channels. Reach follows relevance, not the other way round.
Know your audiences
Every campaign has an audience — the trick is knowing which one, and where to reach them.
Before a single campaign goes out, we help you define the audiences that matter for each objective — families with young children, sports and fitness users, drivers, public-transport users, older residents — who they are, where they are, and what actually moves them.
That picture turns a blanket message into a focused plan: more attention on the audiences most likely to respond, and content built around what matters to each group — not one message pushed at everyone.
How it works
Define. Engage. Reach.
One simple sequence that turns audience insight into action — reaching the right people, with the right message, in the places you already know they are.
Define the audience that matters
Pin down exactly who you need to reach for each objective — families, drivers, transport users, event-goers — where they are and what moves them, so every campaign is built around real people, not everyone in general.
Engage them with content that travels
Not one message for everyone. A planned content approach that speaks to each audience in their language and earns attention on the channels they actually use — so your message spreads well beyond your own followers.
Reach them where they are
Take that audience into a highly targeted campaign — from social right through to addressable TV — reaching the exact households you've chosen, and no one you haven't.
Built from the audience — the household you design the whole plan around.
Match this profile to Sky AdSmart's household data and your message reaches these homes — and only these homes.
In action
From reaching audiences to changing behaviour.
Some of these campaigns set out to build understanding and reach new audiences. Others set out to change what people do — and did. Every one started with a specific audience and a specific outcome, then took the message straight to them.
Getting a whole region thinking differently about travel
A campaign reaching residents right across Aberdeenshire with the alternatives to the car — buses and trains, car shares, cycling, walking and even electric vehicles — for the journeys to work, to school and for leisure.
◆ Put sustainable travel choices in front of the residents making those journeys every day.
Filling an exhibition with a highly targeted campaign
A tightly targeted TV and social campaign across Fife and the East of Scotland, built to bring audiences through the doors of the Jack Vettriano exhibition — reaching exactly the households most likely to attend.
◆ TV and social working together to turn regional reach into real attendance.
Building public understanding across a nation
A campaign that raised awareness of MND Scotland nationwide and built genuine public understanding of the condition and the people it affects — reaching far beyond the organisation's own audience.
◆ Grew both awareness and active engagement across the country.
Making a local service known across its community
Storytelling that built local understanding of what the hospice does and why it matters — reaching and engaging the surrounding community, not just the people who already knew it.
◆ Brought a whole community closer to a local service.
Getting people to act before they need to
A behaviour-change campaign — "even Santa" — designed to prompt people to put a Power of Attorney in place, taking a subject people avoid and making it approachable, memorable and worth acting on.
◆ Drove significant, measurable change across the target demographic — action, not just awareness.
Protecting communities from illegal lenders
A hard-hitting campaign warning vulnerable communities about the reality of illegal money lending — reaching exactly the audiences most at risk and changing how they respond.
◆ Delivered significant change to the target demographics — the definition of a campaign that did its job.
Content & engagement
A strategy, not a posting schedule — built month by month, audience by audience.
Generic posting reaches no one in particular. A planned, month-by-month content and engagement strategy builds real attention among the audiences that matter — and different audiences need different messages. We map the year, then create content that earns attention on the channels each group actually uses, so that when it counts — an event, a deadline, a behaviour you need to change — you're reaching people who are already listening.
Families with children
Parents reached around family life — schools, activities, family days out, and the services and safety messages that matter most to them.
Sports & fitness users
Active residents who use leisure centres, pitches, parks and classes — grown, retained and pointed towards what's on.
Drivers & car users
Reached with everything from parking and roadworks to travel-behaviour and road-safety campaigns.
Public-transport users
Commuters and everyday travellers — reached to grow patronage, promote services and shift travel habits.
Culture & events audiences · ticketing
The people who fill venues, festivals and performances — profiled and reached to sell tickets and grow attendance.
Older residents
Reached with the services, support and events that matter most to them — often the hardest group to reach online alone.
A quick reminder — Christmas is always worth having on the cards.
From Christmas markets and light switch-ons to pantomimes, performances and seasonal events, the festive season is one of the busiest in the calendar — and the campaigns that fill venues and town squares tend to be the ones planned well ahead. No rush today, but it's worth getting on the radar early so the plan's ready when you are.
The next step: targeted TV
Build the content. Build the audience. Then put it on TV — to exactly the right homes.
Once you know who you need to reach and you've built content that travels, Sky AdSmart lets you take that message onto television — shown only to the specific households you choose, by postcode, age, income, life stage and more. Full targeted-TV reach for councils, without national-TV budgets.
Targeted TV campaigns from around £5,000Choose your audience
Pick the households you want by location, demographics and lifestyle — from a whole region down to specific postcodes.
We produce & place your ad
We create a broadcast-quality advert (or use yours) and schedule it across Sky and Virgin Media channels.
You pay for attention
You're only charged when at least 75% of your ad is watched — around 5p a view — and we report the results.
Let's get your message in front of the right people.
Tell us who you need to reach and what you want to change — more attendance, better uptake, a shift in behaviour. We'll build the audience, the content and the campaign to get you there.