BT readies launch drive for broadband-TV service

by Gareth Jones, Marketing 05-Dec-06, 08:30

LONDON - BT is rolling out a national ad campaign using the strapline 'Passing you the control' to back the launch of BT Vision, its TV-over-broadband service.

The integrated push, through Abbott Mead Vickers BBDO, will form the focal point of BT's marketing in 2007. It will comprise TV, print, outdoor, cinema and online activity in two tranches spanning the year.

The first phase of the campaign, which will run until spring, will target existing BT Broadband customers; the second phase will flag up the benefits of BT Vision, which combines Freeview and video-on-demand content, to a wider consumer audience.

The family group of characters who appear in BT's current TV ads will not feature heavily in direct activity for BT Vision.

This has led to speculation that they are to be dropped entirely, but a spokesman for BT said they would be an "integral part" of its campaigns.

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