Joint campaign from NTL and Telewest

Three key benefits of broadband – speed, price and the fact that the Net is ‘always on’ – will be promoted to consumers in the first joint advertising campaign from cable operators NTL and Telewest. The TV, print, outdoor and online ad campaign, which comes in three phases, breaks at the weekend. An initial burst, telling opinion formers that the two cable companies are working together to build broadband Britain, will be followed by a three-week blitz targeting ABC1 Internet users highlighting broadband’s benefits. The final phase will be aimed at signing subscribers to the broadband service which is competitively priced at &£25 per month. J Walter Thompson has created the advertising campaign and Carat and Media Insight have bought the media.The cable giants are expected to produce further joint campaigns, but JWT and Telewest’s agency Saatchi & Saatchi will be invited to pitch head-on for projects as they arise.

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