Tiscali to ride on tails of BT’s internet TV campaign

Tiscali UK chief executive Mary Turner says she wants her marketing to piggyback rival BT’s ad campaign.

Her comments follow the launch of BT’s biggest ad campaign so far this year, in May, to promote BT Vision. The multi-million pound campaign was created by Abbott Mead Vickers.BBDO.

In contrast, Tiscali will use just direct marketing and online activity to promote the rollout of its broadband TV service.

Turner says she hopes the campaign for its Vision TV service will “educate” consumers about internet protocol television (IPTV) and lead to increased subscriber numbers for Tiscali TV.

“I hope BT’s campaign will be successful. It has deep pockets – deep enough to educate the the market,” she says. “To ride on the coat-tails of others’ marketing has always been our strategy. We don’t have the money to educate.”

Tiscali, which bought London-based IPTV service Homechoice last year, will roll out the service this summer. She says at least 40% of homes will be able to access Tiscali TV by September.

However, Tiscali is limited by a marketing budget dwarfed by its rivals, including BSkyB, BT and cable giant Virgin Media.

The cable company spent £20m rebranding from NTL, which is “money wasted”, according to Turner who points to the 300,000 subscribers leaving Virgin Media in the first quarter of 2007.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here