NTL appoints firm to manage €1m digital TV ad campaign

6 Jul 2004

Cable firm NTL has appointed a new advertising company to manage its digital TV and broadband ad campaign. While a figure has not been disclosed, siliconrepublic.com has learned that the campaign will involve a €1m spend.

Advertising agency Chemistry replaces McCann Erickson as the agency in charge of the new campaign, which will involve a combination of national press, local press and direct mail.

The first campaign will encourage take-up of NTL’s digital service with a once-off installation fee of €25 with the tagline ‘See what you’re missing!’ running through the campaign.

The campaign will be followed by a subsequent promotion of the company’s broadband products. Last month NTL revealed plans to invest €100m to extend the reach of its broadband services, beginning with the country’s first €25 a month broadband product.

The first range of packages available will include a 300Kbps service over the cable network that would cost subscribers €25 per month. The second package available includes 750Kbps for €35 per month and the final offering includes a 1.5Mbps service for €50 per month. It is understood that subscribers will also get free installation and their first three months subscription free.

Mark Mohan, NTL Ireland’s sales and marketing director, commented: “Having Chemistry in place will offer NTL a great opportunity to generate creative and innovative advertising campaigns in tandem with recent company developments for TV and broadband services. Our product strategy is unique, as is evidenced by the number of great channels that differentiate us from competitors in the TV marketplace, such as Channel 4, UTV, BBC3, BBC4, CBeebies, CBBC and the launch of Setanta Sports this Autumn. Our approach is simply to focus on what Irish customers want and to deliver on our promise.”

By John Kennedy