DIRECTWATCH: NTL in seasonal viewing push

NTL, the cable communications giant, is sending Christmas cards to its new analogue and digital customers in a seasonal push to urge them to upgrade from their basic package and subscribe to more channels.

The mailing, created by NTL roster agency Rapier, aims to take advantage of the traditional surge in consumers' TV consumption over the Christmas holiday period. It will be sent to customers who have subscribed to NTL within the past three months.

It consists of a selection of ten cards featuring snowmen, each representing one of the TV packages available from NTL for pounds 3 a month. For example, NTL's Entertainment package, which includes channels such as UK Gold and Turner Classic Movies, is illustrated by a snowman pulling a rabbit out of a hat.

A card to illustrate the Knowledge package - containing channels such as CNN, the History Channel and Bloomberg - shows a snowman with a scroll mortar board; and the Action package, which includes the Bravo and Granada Plus channels, shows a snowman jumping out of a plane. Each card contains details of the NTL entertainment package on offer.

The mailings also include a brochure that outlines the packages available and gives instructions on how to subscribe.

Jane Lockyer, head of customer marketing at NTL, said: 'This is a key time of year for us, as our customers want a wider viewing choice. We liked Rapier's simple, relevant and distinctive approach.'

Sarah Sutherland, group account director at Rapier, added: 'We believe that this creative will stand out from the rest of the Christmas post in a novel and entertaining way for NTL's new subscribers.'

This article was first published on Marketing