Uma Thurman to front rebranding of Virgin Media

by Nicola Clark, Marketing 24-Jan-07

Virgin Media, the brand encompassing the merged NTL:Telewest and Virgin Mobile groups, has hired Hollywood star Uma Thurman to front its £20m launch campaign.

The work, created by Rapier, breaks next month. It will position the
brand as meeting all consumer media and entertainment needs, including
the provision of digital TV, broadband, landline and mobile

services.

The launch of Virgin Media, which becomes the biggest company in the
Virgin group, will increase competition in the converged media market as
it follows the launch of BT Vision in December.

The brand's marketing is being overseen by James Kydd, Virgin Media's
managing director of marketing.

It is understood that the launch will also be supported by a range of
promotional events fronted by Sir Richard Branson, expected to kick off
on Valentine's Day.

Earlier this month, Sky ran an ad campaign called 'See, Speak, Surf' as
a pre-emptive strike against Virgin Media.

The ads, its first through WCRS, promote the company's all-in-one TV,
phone and broadband package, costing £26 a month plus BT line
rental, which Sky claims is at least £10 less than its rival. The
campaign is the first time Sky has promoted the three services together.