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
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
Creative on the campaign was led by the art director, Pat Comer, and the
copywriter, Garry Mockeridge.