UPC launches three-pronged €2.5m marketing drive


19 May 2008

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Cable operator UPC is to invest €2.5m in the next three months in a high-profile marketing campaign aimed at boosting demand for its triple-play services which combine TV, internet and voice services.

The marketing campaign will incorporate cross-platform and locally-targeted advertising to its growing base of local, regional and national advertisers. Both traditional and non traditional forms of advertising will be used, for instance, outdoor, radio, TV and press inserts.

The company is also focusing on growing its online presence while introducing new contact methods through ambient and bluetooth advertising.

The campaign will focus on the message that subscribers will only have to pay €24 extra per month to add broadband and telephony to their existing TV package.

“UPC is offering for the first time a national triple play offering to over 249,000 homes across our national footprint,” explained Rhona Bradshaw, head of marketing at UPC Ireland.

“We are spending over €2.5m to ensure our multi-dimensional marketing drive marks the start of UPC’s long-term strategy to realise the untapped potential for consumers to experience digital TV, high-speed broadband and phone from one company in Ireland.”

By John Kennedy