NEWS: Red champions the cable cause

The Cable Communications Association (CCA), has signed up The Red Consultancy to manage its pounds 250,000 consumer public relations contract as the trade body embarks on the second phase of a marketing blitz.

The Cable Communications Association (CCA), has signed up The Red

Consultancy to manage its pounds 250,000 consumer public relations

contract as the trade body embarks on the second phase of a marketing

blitz.



The agency fought off competition from Bite, The Communication Group and

the CCA’s consumer PR firm of two years Fleishman-Hillard to clinch the

business.



The PR campaign, to build awareness of the cable industry among UK

consumers, is part of the CCA’s ongoing pounds 12 million generic PR,

press and TV advertising drive, launched last year.



Jane Arnold, communications manager at the CCA, to which 95 per cent of

cable operators belong, said that the next phase of the marketing

campaign would launch this autumn altbhough the exact slant had yet to

be decided.



However the Red Consultancy will continue to raise the profile of cable

as a commodity and promote it as an alternative to traditional telecoms

and satellite TV.



The programme, signed for an initial nine months, will also involve

elements of issues management and business to business PR.



Fleishman-Hillard was employed by CCA when it launched in 1994 with the

aim of uniting feuding members.



The agency has had the uphill task of persuading a confused public that

the benefits of cable outweighed the disruption caused by installers

digging up roads.



But the marketing drive is being hailed as a success with 30 per cent of

UK homes now connected, according to last month’s Independent Television

Commission figures.



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