BT Openworld To Promote Broadband Uptake

BT Openworld is launching a multimillion pound integrated marketing campaign to drive broadband uptake in the UK.

The three-month campaign is launching on the back of the BT Openworld’s new Plug & Go broadband product, which was unveiled last week and includes the company’s first ever consumer TV advert for broadband. From April a series of press ads will begin targeting businesses in and other ads will appear in special interest consumer press.

The main campaign will be supported by online activity including banners, pop-ups and emails on consumer and business sites. Around 12,000 affiliate websites will also carry links to the BT Openworld registration page and two million broadband discs will be distributed in high-street stores to in an attempt to encourage people to sign up for BT’s broadband services

Alison Ritchie, BT Openworld’s CEO, said: “We are promoting broadband for the home and also showing that it is an important business tool for small and medium enterprises. This marketing drive will help educate and excite the market by showing the real benefits broadband can bring.”

Last week NTL unveiled plans to launch a new broadband internet service for residential users which it claims is the UK’s “fastest ever” (see NTL Unveils UK’s Fastest Internet Service) and earlier in the month rival cable operator Telewest claimed to have experienced 1,135% customer growth of its Blueyonder broadband internet service over the last year (see Telewest Announces Broadband Growth).

BT OpenWorld: 0207 469 2337 www.btopenworld.co.uk

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