IncrediBull to make Openreach engineers 'heroes'

Openreach, the division of BT responsible for local networks, has appointed IncrediBull Ideas to position its engineers as 'people who will go the extra mile for the customer'.

IncrediBull bagged the nationwide account – worth around £100,000 – after a three-way pitch. Openreach wants to boost consumer awareness of its brand.

Openreach is part of the BT Group – although it is a commercially separate organisation with its own HQ – and provides installation and maintenance services on behalf of UK communications providers.

IncrediBull’s brief is to create understanding among the public about the company and its 25,000 engineers through regional and national media relations.

Anna Easton, head of media relations at Openreach, said: ‘In order for our engineers to do their job, they require the general public to allow them into their homes.

‘By positioning our engineers as people who will go the extra mile for the customer, we aim to foster fam­iliarity and trust’

Easton added: ‘We will profile individual engineers in lifestyle sections and glossy magazines as well as continuing our theme of “local heroes”. We may even release a calendar of engineers.’

IncrediBull senior PR consultant Lishai Oz heads the account. The agency has worked for BT for around two years on its People and Policy Division.

Openreach, which laun­ched in January 2006, will continue to keep its corporate and financial PR in-house.

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