Magazine article Marketing

CW&C's Queries Could Be Answer to Cable's Prayer

Magazine article Marketing

CW&C's Queries Could Be Answer to Cable's Prayer

Article excerpt

Sometimes you can get lucky with an advertising campaign. On the very day Cable & Wireless Communications was flooding the world with yellow press ads, the advertising strip even managed to chime in beautifully with pictures on the sports pages of Leeds United in their yellow away gear. Cable ads in the past, when anyone managed to spot any, have never had that little bit of luck, that extra resonance.

Whatever the eventual outcome, the C&WC campaign, with no less than four TV ads and Monday's national press flooded with yellow, have already rewritten the history of UK cable marketing. It is admittedly a very short and sorry saga and it doesn't take much to re-write it, but it is still remarkable after all these years that someone is at last making a serious attempt to market cable to the British public.

So many preconceptions are being dynamited this week it is difficult to know where to start.

The fact that anybody is spending [pounds]50m on a six-month campaign for cable with as much again to follow is extraordinary enough. The last, abortive, Dawn French campaign on behalf of the industry did not even reach first base.

The tone and content of the new campaign is even more remarkable. Here is a cable company actually asking 'What can we do for you?' and proceeding to offer a few helpful suggestions. Would football fans like a channel devoted entirely to their team? Would everyone else like a system that can carry as much e-mail as anyone is ever likely to need? …

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