Nortel in brand push

Nortel Networks, the telecoms and computer network firm, is relaunching its corporate brand with a pan-European ad campaign.

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

recognition.



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

technology.’



Unsworth added that he hoped the campaign would increase spontaneous

awareness of the Nortel brand from 14% to 20%.



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