Getting connected to cable

Terry V. Bullen

Launch of the new national brand, Cable, 1996. The industry structure, regulations, financing, services offered and technological attributes of the industry are described: the investment will reach £12 billion by the end of the decade.
Agency: J Walter ThompsonAuthor: Terry V. Bullen

Getting connected to cable

INTRODUCTION

This paper demonstrates how the creation and advertised launch of a new national brand - cable - has had significant effects and commercial benefits for the cable operating companies who co-funded the campaign - in just nine advertised weeks from 25 March 1996. Hot from the presses it will show how the marketing initiative:

  • contributed to a financial re-rating of the industry in the City;
  • recovered a substantial proportion of its launch costs ...

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