The UK’s third largest cable TV and telecoms firm, NTL, has hired
Hill and Knowlton to co-ordinate a pounds 300,000 fee PR campaign to
make the firm a household name.
NTL’s campaign centres on its ability to not only provide digital TV and
internet access, but also telephone lines and interactive TV channels.
NTL is making the PR investment as competition for digital TV
subscribers gathers pace.
Hill and Knowlton starts work this week on a corporate positioning
campaign. It has been hired as lead agency and will liaise with Lexis
PR, Larkspur and Nelson Bostock Communications.
Hill and Knowlton handled project work for NTL last year when it fought
for the first digital licences, won by OnDigital, and when it bought a
stake in Newcastle United FC.
The agency will now assist NTL as it offers its first integrated
communications package, which allows consumers to surf the internet
through their televisions, to the public later this month.
’Our task is to make sure people understand what NTL means and the
breadth of services that lie behind it,’ said Hill and Knowlton deputy
chairman Edward Bickam.
Lexis PR was hired in December on a consumer campaign covering NTL’s
residential and cable business.
The agency will target the consumer press, promoting NTL as the best
medium to deliver interactive digital programming into the home.
Nelson Bostock Communications, hired around three years ago, works on
the telecommunications, satellite and digital division.
It will promote the company’s telecoms services to businesses and other
Larkspur was hired last October and will work on the TV and internet
business, promoting NTL’s products to consumers.
NTL group PR head Will Robson said: ’All the agencies have strong
individual briefs but will all work in harmony.’
Advertising agencies J Walter Thompson and design agency Basten
Greenhill Associates have recently been hired to thrash out a brand
strategy for the firm.