Lowe Direct has won the through-the-line advertising account to launch the joint News Internat ional and BT Internet service, Springboard.
The campaign, believed to be worth 3m, aims to convert 100,000 subscribers within 18 months and to reach a third of UK homes by the end of the century.
The 50/50 joint venture launches in January. Springboard marketing director David Lethbridge says Lowe Direct’s remit will be to “transform the emerging and enthusiastic Internet access market into a universal and popular medium”.
Lowe Direct managing partner Tony Watson says: “Springboard will change the way people think about Internet services. Much of what is currently available is very static and two-dimensional. Springboard adds the all-important third-dimension.”
The content of the new service will include News International titles, TV listings as well as some BSkyB programmes.
Revenue from the service will be generated through subscriptions, advertorials and retail transactions.
Lowe Direct was established in April after most of its senior management defected from GGT Direct.
It handles direct marketing for The Times and The Sunday Times as well as Lloyds Bank and RAC Motoring. It claims billings of 23m.