NTL Kicks Off £20m Autumn Advertising Drive
NTL’s autumn advertising campaign breaks today. Costing £20 million, it is designed to continue growth in brand and product awareness and drive sales of digital cable TV, telephony and internet services.
The campaign will run across national terrestrial and national TV, national and regional press, regional radio, the internet and poster sites. With a burst of 500 TVRs planned for the first week, it is hoped that 80% of UK adults will have seen the campaign at least twice within the next seven days.
The various TV adverts will appear during the coming week. They will appear during peaktime or daytime TV, highlighting either individual services or the brand and portfolio as a whole. They include images of family life and also of products and presenters bursting out of television screens to demonstrate interactivity.
Radio advertising for the digital package is based around the concept of “The Good Old Days”, comparing a nostalgic view of the past with the benefits of NTL services – old fashioned value or entertainment beginning in the home, for example. A separate set of radio adverts will advertise the analogue package.
The company is also using 48 sheet poster sites to drive home its message of ‘The Complete Communications Company’, and regionally varied local press advertising, comparing the price of a local bus or train fare, a pie at a football match or half a pint at your local to the price of digital TV.
The campaign is designed to complement NTL’s sponsorship activities. These include deals with Aston Villa, Newcastle United, Celtic and Rangers football clubs, and a renewed contract to sponsor ITV’s ratings-winner, Who Wants To Be A Millionaire?. NTL’s sponsorship of Millionaire last time was found by researchers to have increased prompted brand awareness by 17% and spontaneous brand awareness by 20%.
Bart Michels, brand director at NTL, said that future plans for the company included video on demand, mobile telephony and pay-per-view Premiership football (see How The Premier League Will Cash-In On Kick-Offs). The company is also thought to be in talks with ONdigital regarding a possible marketing alliance (see ONdigital Prepares For Float, Denies Detailed Agreement With NTL).
NTL: 01252 402 000