Grey unveils drive to promote C&W’s broadcast offering

Grey Integrated has unveiled its first TV advertising for Cable & Wireless, part of a pounds 2 million integrated campaign that launches in November.

Grey Integrated has unveiled its first TV advertising for Cable &

Wireless, part of a pounds 2 million integrated campaign that launches

in November.



The project is jointly funded by Granada’s television rental stores, and

will promote C&W’s new TV package before the company launches its

digital offering in the spring.



The TV ads will be part of a campaign that informs customers that the

package is a valid competitor to the digital offering provided by other

broadcasters.



The campaign, which also includes outdoor and regional press work, will

run in the Granada TV area.



C&W’s two main franchise areas are London and Manchester, and the

company already trades with Granada on a number of levels due to the

geographical link-up.



It is possible that a similar venture and campaign will occur in London

in the future, as LWT is part of the Granada group.



The creative theme uses children dressing up as their favourite pop

stars and actors to depict the many different stations available in the

package. Ads will combine C&W’s brand identity with Granada’s in

different degrees, according to the media used. The TV ads will

predominantly carry C&W’s branding.



A spokesperson for C&W explained: ’The ads that Grey Integrated are

creating are more than just DRTV; they are very emotional.



’We are trying to get across the message that even before we launch our

digital services, we can supply a competitive package for our

customers.



There is no reason for our customers to go and splash out on a set-top

box at the moment.’



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