DIRECT NEWS: GGT promotes Telewest deal

Telewest has unveiled a pounds 4 million campaign promoting its Millennium Package, a deal that offers subscribers a cheaper cable service for access to fewer channels.

Telewest has unveiled a pounds 4 million campaign promoting its

Millennium Package, a deal that offers subscribers a cheaper cable

service for access to fewer channels.



Called ’revolution’, the campaign is a collaboration between GGT Direct

and GGT and includes 48- and six-sheet posters, press ads in regional

dailies and a range of radio commercials.



Unbranded teaser posters break this week exhorting the public to ’stand

up for your rights ... the Millennium is coming’. These will be followed

by more executions, using the same colours, providing details of the

service.



The Millennium Package gives customers 14 cable TV channels in addition

to the five terrestrial stations. These include Sky One, Cartoon Network

and Eurosport. It also throws in free off-peak local cable-to-cable

telephone calls. The package provides access to Front Row, a 24-hour

movies-on-demand service to be launched in Telewest areas in May.



All the ads are direct response and are backed up by the distribution of

1.3 million mail packs, targeted at potential customers in Telewest

cabled areas.



Creative on the campaign was led by the art director, Pat Comer, and the

copywriter, Garry Mockeridge.



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