Previous tactical campaigns by the satellite broadcaster have concentrated on flagship shows Lost and 24 to encourage Virgin Media subscribers to switch.
However, industry analysts say that with the growth of on-demand content and the issue of piracy, relying solely on the strength of first-look shows is not enough to drive customer acquisitions.
Sky is now planning dedicated campaigns to support programmes such as Terry Pratchett's Colour of Magic and its recent acquisition, US drama Prison Break.
The broadcaster is also boosting support for its Sky Networks channels after handing the ad business to The Red Brick Road. The brief includes the Sky Movies, Sky Box Office, Sky One and Sky News channels.
The Red Brick Road won the business in a pitch against Bartle Bogle Hegarty and WCRS, overseen by Sky Networks' director of marketing and communications, Alex Lewis. Beattie McGuinness Bungay, the incumbent on the Sky One and Sky News advertising business, declined to pitch.
The bulk of Sky's advertising, handled by WCRS, focuses on its triple-play offering under the 'See speak surf' banner.
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