BT sets out broadband marketing push
- Added:
- Mar 08, 2002
The campaign, which is being launched on the back of BTOpenworld's new Plug and Go self-install broadband service, will see two million discs being distributed among high street stores to assist with broadband registration.
Campaigns in the national press and on TV will air, along with targeted ads in consumer titles, and a concerted online push to promote the broadband service.
“We are promoting broadband for the home, and also showing that it is an important business tool for small and medium enterprises,” said BTOpenworld's CEO Alison Ritchie.
“This marketing drive will help educate and excite the market by showing the real benefits broadband can bring.”
The campaign comes just days after BTOpenworld began taking steps to strengthen its broadband content, acquiring the popular music site dotmusic for around 1m to provide pop music and drive a subscription based download service.
The campaign will see a number of hardware manufacturers carrying registration details, and up to 12,000 affiliate websites running links to BTOpenworld's registration website as the provider aims to widen awareness and interest in the broadband market.
“Launching our lower priced, self-install product Plug and Go was the first step to achieving this goal, and the results so far are fantastic,” said Ritchie.
“Promoting broadband aggressively, via increased marketing and distribution deals that bring broadband to the streets, is the next step.”