BT has responded to widespread criticism that it is not doing enough to speed up the roll-out of broadband in the UK by launching what is claims will be “the most intensive TV advertising campaign ever seen in the UK”. The company is to spend £1 million a day on the campaign as part of its drive to double the weekly take-up of broadband. A total of £10 million will be spent in ten days between 22 September and 2 October to advertise the potential of broadband.
BT hopes the advertising will help it get one million asymmetric digital subscriber line (ADSL) broadband connections by the summer of 2003 and increase the weekly average from 12,000 to 24,000.
It immediately precedes a separate £23 million push to sell BT Broadband – BT Retail’s ‘no-frill’s direct access internet product. BT Retail aims to have 500,000 customers for the new service by the summer of 2003.
Pierre Danon, chief executive officer of BT Retail, said: BT’s intensive TV campaign is further evidence that broadband is clearly at the top of our agenda.
The sheer scale of what we are doing should leave no one in any doubt of the seriousness of our intent to put broadband at the heart of BT and be the flag-bearer for the industry in the government’s drive to make Broadband Britain a reality.
Developing awareness through marketing is a very important component of the BT Group’s broadband strategy and, such will be the intensity of this campaign, that it will be virtually impossible to miss the messages it gives about the potential of this exciting technology and the benefits it brings.
Following on from the ten-day campaign – which seeks to generate awareness of the general benefits of broadband – BT Retail will formally launch BT Broadband.
Although available since early June, BT Broadband will be launched with full fanfare at the beginning of October with a £23 million marketing campaign.
Angus Porter, managing director of BT Retail’s consumer division, said: When you consider we have not yet done a scrap of advertising for BT Broadband, the number of customers already signing up is excellent, giving us solid confidence that we will reach the target we have set for next year.
Last week alone, we took 1,700 orders. Previous experience tells us that, when the marketing campaign kicks in, the number of connections will increase significantly.