BT Launches Global Campaign

BT launches business-to-business advertising campaign to position its as a global IT and networking services company

September 2, 2004

1 Min Read

LONDON -- BT today further underlined its position as a global IT and networking services company with the launch of the biggest business-to-business advertising and marketing campaign in its history.

Running in multiple languages in international and local media across Europe, the Americas and Asia Pacific, it is also BT's first truly global campaign.

The objective of the campaign is to position BT firmly in the same commercial space as companies like IBM, Accenture and HP by further increasing awareness of its international ICT capabilities amongst senior decision markers in business and government organisations. This follows significant recent IT and networking services contract wins for BT with organisations such as the NHS, Unilever, Abbey and National Air Traffic Control Services.

BT will invest more than £26 million over the next six months on this campaign. Using television, print, outdoor media and online sites, the ads position BT as the ideal partner and guide to help enterprises negotiate an increasingly networked economy driven by digital data and communications. BT calls this the digital networked economy.

"BT has undergone a dramatic transformation in the kind of company it is and the services it provides to businesses and governments," said Tim Evans, BT's group marketing and brand director. "The reality of the work we're doing, however, is ahead of many executives' ideas about us. We want this campaign to challenge current perceptions of BT and move the company into a different category in their minds."

BT Group plc

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