Telecoms firm 1st Line sets PR task for Countrywide

Countrywide Porter Novelli has been appointed by 1st Line Mobile Communications to create the PR to accompany its first TV advertising push.

Countrywide Porter Novelli has been appointed by 1st Line Mobile

Communications to create the PR to accompany its first TV advertising

push.



The PR campaign will be designed to create brand awareness among both

business and consumer customers, and position the company as one that

does things differently.



The company’s approach is to sell mobile telephony from call centres

instead of through retail outlets, and with a limited range of options:

just two handsets, one tariff, and one airtime provider.



The TV campaign, which is said to be the biggest ever for a direct

response product, will run up to Christmas and started two weeks ago.

The PR activity is imminent and will run up until February.



Countrywide senior consultant Nick Woods said: ’As soon as we have

agreed the tactical details we will start the campaign.’



Countrywide will see fees of pounds 40,000 over four months, but is

hoping the work will extend beyond the initial period. The agency will

report to 1st Line marketing director Claire Stroud. The account was won

in a competitive pitch against Fishburn Hedges and will be handled by

Richard Medley, who is a director of the agency.



The company, which has 200,000 customers, has not previously used a PR

agency.



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