NTL is rolling out a £10m campaign to launch its new consumer focused brand identity from Monday next week. The new proposition is one connection, three service and best value, communicated through the slogan “one line is all you need.”
The first phase of an intensive ad campaign will use TV, outdoor and press advertising. Outdoor, using 96,48 and 6 sheet treatments, will run until mid-December. The second phase will use press inserts, door to door and direct mail.
Mike Hounsell, NTL chief marketing officer, said: “Awareness of the NTL brand has soared from 20% to over 86%. Our challenge now is to create a deeper understanding of the services that we offer.”
The new brand identity and creative will eventually be rolled out on all consumer-facing elements, such as on-screen, vans and sales collateral.
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