Nortel Networks, the telecoms and computer network firm, is
relaunching its corporate brand with a pan-European ad campaign.
Nortel recently merged with computer firm Bay Networks and has developed
a campaign called ’Share a Thought’ to increase brand and service
The company is moving out of the trade press and focusing on national
press work, developed in the US by Boston agency Hill Holiday, which
will run in titles including the Daily Telegraph and Financial Times
from this week.
Nortel is also targeting business travellers with a poster site at
Heathrow Airport and is negotiating to place similar sites at Frankfurt
and Paris Charles de Gaulle airports.
In the new year, Nortel posters will run on the Heathrow Express train
service between Heathrow and Paddington Station.
Chris Unsworth, Europe, Middle East and Africa marketing director for
Nortel’s Bay Networks division, said: ’We’re targeting decision-makers
not techies. The campaign relates to the business rather than
Unsworth added that he hoped the campaign would increase spontaneous
awareness of the Nortel brand from 14% to 20%.