BT launches £26m global advertising campaign

BT is launching a &£26m global advertising campaign to promote its information communication technology (ICT) strategy.

The campaign, which will run in six countries and five languages, was created by St Luke’s and is the biggest business-to-business marketing project in BT’s history. It is critical to BT as it attempts to crack a market dominated by the likes of IBM and Hewlett-Packard and will target senior business and government executives.

The campaign will break on Friday on television with press ads and posters following next week. The ads show a computer-generated futuristic cityscape that represents what BT calls the ‘digital networked economy’.

The campaign is being overseen by BT group marketing and brand director Tim Evans and the first phase will run for five weeks. However, Evans says the overall concept could be used for three years.