Telewest Is Flush With New Blueyonder Campaign

Telewest Broadband is launching a washroom advertising campaign to promote its Blueyonder broadband internet service.

The campaign, which launches this week, will run for the duration of the World Cup targeting 25 to 44 year-old males in 1,500 pub toilets across the UK. The creative is characterised by humorous messages, with slogans such as “faster streaming than you can manage” and “she goes like the clappers, here’s her number” designed to raise awareness of the Blueyonder service.

John Orriss, head of marketing for internet services at Telewest Broadband, said: “We’ve always believed that broadband should be approachable and enjoyable, not technological mumbo jumbo.”

He added: “Broadband still means nothing to many people and its innovative campaigns such as this that will help generate improved awareness and mass appeal. For obvious reasons, these posters will deliver a message to a completely captive audience.”

Recent research from business information company Datamonitor suggests that the uptake of broadband internet access in the UK will remain slow unless service providers improve their marketing strategies (see Better Ads Needed To Boost Broadband Uptake).

Last month Telewest Blueyonder service signed a seven figure advertising deal with Virgin Radio to sponsor its Pete & Geoff drive-time show (see Virgin Secures Drive-Time Sponsor). The sponsorship, which runs until June 2003, includes a bespoke and interactive cross-media package incorporating on-air and online activity.

Telewest Broadband: 0800 953 5383 www.telewest.co.uk

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