Magazine article Marketing

DIRECT: British Gas Giveaway to Boost Services Profile

Magazine article Marketing

DIRECT: British Gas Giveaway to Boost Services Profile

Article excerpt

British Gas is running what it claims is its biggest national promotion to date, offering customers the chance to win a home.

The promotion uses the strapline 'there is no place like a British Gas home' supportings its positioning as a homes services provider. It gives customers the chance to win a home worth up to pounds 250, 000 and pounds 1m worth of additional prizes.

It runs from now until the end of October with marketing support such as press ads, leaflets and internal communications materials through WWAV Rapp Collins.

WWAV was briefed to drive awareness of the breadth of services available from British Gas. Although the company's heritage is in gas supply, the brand has diversified into areas such as electricity, telecoms, central heating and home security. Its latest ad strategy aims to capitalise on this diversification and position the brand as a home services provider rather than a utilities company.

British Gas hopes this promotion will be an effective way of engaging potential customers in a dialogue with the sales force. …

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