BT's marketing campagne werpt zijn vruchten af

Voorbeelden van nieuwe klanten zijn: Reuters, Visa, MoD, Thales en Bristol-Myers Squibb. Verder staan de integratie van Albacom, Infonet, Radianz op het programma samen met de acquisitie van kleinere ondernemingen als SkyNet en CW Business Solutions.

De tweede fase is gericht op directieniveau bij zakelijke- en overheidsinstanties. De campagne wordt uitgevoerd in meerdere talen voor de internationale en lokale media in Europa, VS en Azië. Voor buiten de UK is gekozen voor een advertentiecampagne (o.a. op TV, Internet, magazines, vakbladen en outdoor zoals op vliegvelden) aangevuld met direct mailings en masterclasses voor klanten. 

Het volledige Engelstalige persbericht vindt u hieronder.

# # #

BT REAPS THE BENEFITS OF CORPORATE BRAND TRANSFORMATION

£8bn worth of IT network orders helped by BT's biggest corporate ad campaign

BT today declared the first year of its biggest business-to-business marketing campaign a success, and announced that it is investing £18.5m in a second phase to build further credibility as a global provider of networked IT services.

The first part of the campaign was aimed at senior IT decision makers, but this next stage is aimed more widely at board level executives in business and government organisations. 

It positions BT as the ideal partner to help transform organisations around their communications networks, the lifeblood of modern business, enabling employees to communicate and exchange information using different tools and technologies, no matter where they are.

Launched in August last year, the first, awareness-building phase of the campaign has helped improve BT's sales. BT is currently signing up an average of two new business or government customers each working day, and has generated more than £8.2bn worth of orders with these customers in the last 12 months - its best ever period, equivalent to £22m in new orders each day. 

Examples include significant contract wins for BT with Reuters, Bristol-Myers Squibb, MoD, Thales, and Visa. In addition to this contract growth, BT has completed a series of acquisitions. The integration of Albacom, Infonet, Radianz is well underway, alongside the acquisition of smaller businesses like CW Business Solutions and SkyNet.

The campaign will continue to run in multiple languages in international and local media across Europe, the Americas and Asia Pacific. In the UK, campaign activities will span TV, press, outdoor and online advertising, alongside specific media partnerships with the Financial Times, CNBC and Bloomberg.  Outside of the UK, there will be a similar mix of advertising, with the outdoor ads focused on international airports, complemented with below-the-line activities such as direct mailings, and network security masterclasses for customers.

"This campaign has really made its mark with the business community, and has shifted perceptions of us from being simply the UK's telco: our growth certainly reflects that," said François Barrault, President BT International."We will continue to play to our strengths with our new business, building on our networking heritage and expertise," Barrault added.

The success of the first phase of the campaign has mirrored the emergence of BT's Global Services division as a major growth engine for BT, delivering services to business and government customers in more than 170 countries. With in excess of 30,000 employees, the division accounts for nearly a third of BT's workforce and in the last year turned its first operating profit.

BT worked with St. Luke's to create the worldwide TV, press and outdoor ads. UK TV media was planned by PhD and bought by The Allmond Partnership. Starcom planned and bought the global TV, press and outdoor activities. Agency.com produced online marketing materials, both in the UK and globally.