BT readies YouView set-top box marketing offensive

By John Reynolds, marketingmagazine.co.uk, Thursday, 20 September 2012 03:48PM

BT is gearing up for a major marketing offensive to promote YouView set-top boxes, which will follow a generic campaign for the internet-connected TV service later this month.

YouView: Lord Sugar, chairman, with the joint partners in the venture

BT, along with TalkTalk, ITV, Channel 5 and the BBC, among others, is an investor in the service that finally launched in this month.

BT said its campaign to support the set-top boxes, which it will offer as part of a package, is likely to kick off in December or January.

The marketing activity is expected to run across TV but details have yet to be finalised.

The BT campaign will follow a generic campaign, expected to launch later this month. The campaign, funded by YouView's partners, has been created by Adam & Eve/DDB.

TalkTalk began pre-registration for a similar BT offering in July. It is bundling the YouView box with its Plus broadband and phone package.

This article was first published on marketingmagazine.co.uk