WCRS launches pounds 2m campaign for Orange

The Orange mobile phone is presented as the essential travel companion in the latest pounds 2 million press and poster campaign through WCRS.

The Orange mobile phone is presented as the essential travel

companion in the latest pounds 2 million press and poster campaign

through WCRS.



The campaign, which will run from 22 April until November, aims to show

that Orange works abroad and to encourage customers to take the phone

overseas on business or on holiday.



The creative idea uses a remote beach, a New York taxi and a rickshaw in

Hong Kong to illustrate that if customers switch to ’roaming’ before

going abroad, they can receive faxes and use the phone in far-away

places.



The ads use the line: ’Keep in touch whenever you’re travelling.’



The work will appear in national press and magazines. Specific ads will

target business and personal users separately. Business ads show that

customers can make and receive calls as well as receive messages and

faxes using their phone.



The business ads will appear in business magazines and posters at key

business airports and in executive lounges. The consumer messages will

appear in national press and leisure airports.



An online campaign is also being planned.



The ads were written by Murray Blackett and art directed by Tony

Hardcastle. Media planning and buying is through Media Planning.



The Orange account, worth pounds 35 million in the UK, is under review.

Agencies including TBWA GGT Simons Palmer, Lowe Lintas & Partners, WCRS

and HHCL & Partners are understood to be pitching.