Diary: Freud promises an out-of-this-world campaign

Freud Communications has started working with much-loved alien ET to promote client BT’s switch in marketing tactics.

Freud Communications has started working with much-loved alien ET

to promote client BT’s switch in marketing tactics.



A new teaser advertising campaign broke last Sunday on television and in

national newspapers. The telecommunications giant has switched its

strapline from ’It’s good to talk’ to ’Stay in Touch’ to promote the

range of services it offers, which include the internet, e-mail and data

transfer.



Robert Dunnett, the BT corporate communications officer overseeing

Freud’s work, says the decision was made to promote that BT provides

more than just telephones.



’ET is associated in people’s minds with the ultimate in technology and

also with human values of warmth and decency,’ he says.



Freud, one of BT’s roster of agencies, says that the teaser adverts will

be followed by a 60-second movie-style commercial next month.



Dunnett says Freud’s work will culminate in a frenzy of activity in the

lead up to that commercial. But, he reassures me, alien abductions will

not be part of the PR programme.



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