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By The Drum Team, Editorial

February 16, 2012 | 2 min read

Sky has unveiled a new marketing campaign to promote the launch of its Sky Sports F1 HD channel.

The campaign gets underway tomorrow and aims to build anticipation for the channel's launch on 9 March and the first Grand Prix the following weekend.

Alongside the TV ad, print and outdoor activity, the campaign also includes augmented reality digital advertising and a 3D installation on London's Cromwell Road.

The installation will comprise a set of six panels featuring F1 cars emerging from a Grand Prix scene.

Corin Dimopoulos, director of sports and news marketing at Sky, said: "This campaign is all about bringing Formula 1 to life. We’re targeting new and existing audiences and the creative reflects Formula 1 being given the Sky Sports treatment."

Sky Sports was awarded the contract to show every F1 race, qualifying session and practice live in July last year.

Its coverage will be presented by Simon Lazenby, with commentary from Martin Brundle and David Croft plus expert analysis from former F1 driver Anthony Davidson and former World Champion Damon Hill.

The new channel will be available to all Sky TV customers with Sky Sports 1 and 2 or Sky HD.