BT launches directory services promotion

BT is promoting its three directory services – The Phone Book, 118 500 and bt.com/thephonebook – in a new outdoor campaign that breaks this week. It is the first time the company has marketed the three services together.

The campaign introduces a new strapline – “When making the right call matters” – which BT says “stems from The Phone Book being about more than just finding numbers – it’s about helping you make your decisions”.

The posters, which were created by BT’s consumer advertising agency Abbott Mead Vickers.BBDO, will run on and inside buses and taxis, by the roadside, in petrol stations and on rail platforms. The idea is to catch people at a “time of need”, such as when they are travelling home and thinking about going out for dinner.

AMV won BT’s consolidated 40m consumer account in 2005 (MW June 2, 2005) and is the agency behind the series of ads featuring thirty-something character Adam, played by My Family actor Kris Marshall (MW October 20, 2005).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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