ntl and Telewest, the UK’s two largest cable, phone and internet providers merged in 2006 and within a year, the consumer arm was re-launched as Virgin Media amidst a blaze of publicity. The business division however remains as ntl:Telewest Business.
Despite owning the largest fibre-optic networks in the country, being one of the top three suppliers of business communications, working with 35% of the FTSE 100 companies, the emergency services and 250 local authorities, ntl:Telewest Business is not recognised as a major player and often fails to reach the supplier shortlist.
To mark the first anniversary of the company’s merger, we were charged with the task of raising the company’s public and industry profile and show how ntl:Telewest Business can offer an unrivalled portfolio of products and services to a small and medium size businesses, corporate and public sector organisations.
Working alongside Rainier PR we developed a campaign that played on the idea of ‘We’re bigger than you think’ and centred around a photo opportunity/press launch in Trafalgar Square.
To kick off the campaign, two anonymous direct mail packs were sent to journalists, the first featuring a giant paperclip, the second a giant calculator, directing them to a teaser landing page that counted down to the launch date.
This was followed up with two emails inviting them to the press launch featuring one of the world’s largest workstations installed in London’s Trafalgar Square to capture public attention. Comprising a giant desk, chair, laptop, telephone, mug and stationery, it made a larger than life statement about ntl:Telewest Business. Photographs of giant objects in other key sites around the country were also sent to regional papers and magazines to create local interest.
For eight weeks following the press launch, over 8,000 DM packs featuring a fold-out with a larger than expected reveal were sent out to IT decision-makers, telling them about the company and giving them the chance to win ‘big’ prizes, including a 42” plasma TV and a giant computer key seat. These emails were then followed up by a telesales campaign.
“Bigger Than You Think was a dual-fronted campaign, with PR and our combined direct mail and online push being equally important. It was a milestone announcement that changed the way ntl:Telewest Business and its competitive advantage is viewed by customers and staff. The coverage was right on message across the board and we hit exactly the volume and quality of publicity we were seeking.”
Rebecca Tyrer, PR and AR Manager, ntl:Telewest Business
Our website isn't vast, but if you'd like to find something quickly, maybe we can help.
Zola's our Rhodesian Ridgeback who cruises our barn from 9 to 5. We fitted her with a webcam to find out what she really gets up to.
See her view of the world at Flickr or follow her on her very own Twitter page.