CWC Offers ‘More Than Just TV’ In £20m DTV Campaign

Cable & Wireless Communications is to role out its digital television launch campaign in the north-west, starting on 1 July, the date the service starts broadcasting. The £20m push will begin with direct mail and local press ads and eventually be extended to include TV. The mailshots will be sent to all of CWC’s 850,000 customers, across 12 franchises.

All the ads will feature the strapline ‘More than just TV’ and will be branded with a digital ‘d’, created by Nucleus. The ‘More than just TV’ strapline is intended to highlight the cable service’s 100 interactive services as well as its television channels (see Cable & Wireless Communications Rolls Out Digital TV Offerings). This is a different approach to the other main digital TV operators’ promotions, from Sky Digital and ONdigital, explains Jacqueline Aldridge, head of consumer PR at CWC.

At its launch the Cable & Wireless Digital service will be the first broadband cable digital TV service in the world. Customers will be able to choose from ten different channel and service packages.

Cable & Wireless Communications: 0171 674 5440