Magazine article Marketing

British Gas Set for 25m Pounds Sterling Push

Magazine article Marketing

British Gas Set for 25m Pounds Sterling Push

Article excerpt

British Gas has signalled the start of a battle for customers in the deregulated power industry by appointing BMP DDB Needham and WWAV Rapp Collins to put together a [pounds]25m marketing campaign.

The campaign, from British Gas public gas supply division, is expected to promote the "high standards and low cost" of its service to 18m households across the country.

A [pounds]20m TV and newspaper spend and a [pounds]5m below-the-line push through WWAV Rapp Collins will be launched early next year.

It will also involve branding the new British Gas division, which was formed six months ago as part of the shake up in the industry. British Gas faces increasing competition from more than 55 independent companies who have entered the gas supply business since deregulation a year-and-a-half ago.

Between now and 1998 the Government plans to allow these companies to carry out their own billing of domestic customers -- ending the British Gas monopoly and opening up the market. …

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