Broadband Wales appoints Biss Lancaster for PR

Broadband Wales, set up by the Welsh Assembly, has consolidated its consumer, corporate and ‘key influencer’ PR accounts with Biss Lancaster Euro RSCG following a competitive pitch.

The £150,000-a-year 18-month contract to promote broadband services was formerly split between Firefly Communications, which handled corporate and consumer briefs, and Cohesive Communications, which oversaw key influencer PR.

Both firms were on six-month contracts.

The Welsh Assembly is aiming to encourage more people in Wales to sign up to broadband internet connections and to attract investment from the industry.

Broadband Wales head of marketing Andrew Perutz said: ‘The appointment of a PR agency will serve the purpose of supporting other marketing activities because advertising is a great visual medium but PR personalises it a lot more.’

He added: ‘PR will be aimed at regional and local media, using tools such as case studies.’

Biss Lancaster MD of brands Jonathan Sanchez said one of the main ‘key-influencer’ audiences would be The Broadband Forward Club, a panel of opinion formers that includes Air Wales chairman Roy Thomas.

‘Broadband allows businesses to work together and corporations to provide more inward investment to Wales because it allows them to work faster, so it is key to the economy,’ said Sanchez.

Around 71 per cent of the Welsh population has access to broadband.

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