NEWS: Publicis reveals dollars 20m Inmarsat push

Inmarsat, the UK-based satellite communications company, is launching its first worldwide campaign to raise its profile as the leading service provider for areas of the globe that are beyond the reach of cellular phones.

Inmarsat, the UK-based satellite communications company, is launching

its first worldwide campaign to raise its profile as the leading service

provider for areas of the globe that are beyond the reach of cellular

phones.



Publicis in London has produced the ads for a dollars 20 million

campaign that begins this week on worldwide satellite TV. The spots will

be supported by a print campaign in international business titles.



The initiative is the start of a major push by Inmarsat - a consortium

made up of 79 national telecommunications corporations, including BT -

to extend its business beyond its current 50,000 specialist users. Until

now, its service has been used mainly by ships, aircraft, lorry fleets

and TV news crews who are reporting from remote regions of the world.



As the size and price of Inmarsat’s equipment falls - it currently costs

about as much as a PC - the company is looking to increase demand among

individual users such as engineers, architects and business travellers.



The TV advertising is being spearheaded by a 60-second commercial to

emphasise the fact that because much of the world cannot be reached

using conventional communications, it might as well be on another

planet. The endline is: ‘Make contact with other worlds via Inmarsat.’



The ad, which was photographed in Cape Town and the isolated Augrabies

Falls national park in South Africa, underscores the theme of the

campaign by showing familiar scenes shot in an unfamiliar way.



One sequence features a doctor in rural Africa performing a medical

examination, while taking advice from a specialist whose TV image is

beamed from miles away.



The film was written by Paul Campion, art directed by Stephen Glenn and

directed by Howard Greenhalgh through Brave Films.



Media planning and buying are through Optimedia.



The initial campaign is aimed primarily at Third World governments,

opinion formers and executives with financial responsibility for their

companies’ communications systems.



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