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