Fast-growing Bath advertising firm The Agency has been appointed by Superfast Cornwall – the pioneering broadband partnership between the EU, BT and Cornwall Council – to handle its latest advertising campaign.
The Agency has planned, created and is now delivering the £132m initiative’s integrated press and online advertising campaign.
Superfast Cornwall aims to make the county and the Isles of Scilly one of the best-connected places in the world for residents and businesses.
Fibre optic broadband will be available to at least 80% of Cornish homes and businesses by the end of 2014, with alternative technologies, such as wireless and satellite, used to boost speeds in other locations. The partnership is being hailed a flagship initiative for how other rural areas around the globe could develop their broadband networks.
A big part of the advertising campaign brief is refining Superfast Cornwall’s proposition, which is key to each target audience, as well as the creative that will encourage residents and businesses of Cornwall to get connected to superfast broadband.
Programme director of Superfast Cornwall for Cornwall Development Company, Cornwall Council’s economic development company, Nigel Ashcroft, said: “Part of our role at Superfast Cornwall is to stimulate demand by promoting the benefits of fibre optic broadband to businesses and letting them know how they can get connected. Our advertising campaign is key to getting the right messages out to residents and businesses in Cornwall.”
Superfast Cornwall programme director for BT, Ranulf Scarbrough, said: “The Agency demonstrated a passion for technology and creativity, which really resonated with the partnership. We believe we will work very well together, delivering truly ground-breaking campaigns, which will further build local awareness and demand for this exciting superfast technology. We are determined to ensure that Cornwall and the Isles of Scilly are able to take full advantage of faster broadband and, to do so, it is essential that we make as many local households and businesses as possible aware of the great opportunities offered by this pioneering roll-out.”
The Agency managing partner Saman Mansourpour, added: “We are delighted to have been selected by Superfast Cornwall to work on this project. The technology is cutting edge, and the impact it will have on businesses and residents in the region will be profound.”
The Agency has wide experience in the automotive, retail, pharmaceutical, financial, FMCG and gaming sectors with blue-chop clients such as The AA, BSM, and Dr Schär.
