DIRECTWATCH: NTL in seasonal viewing push

NTL, the cable communications giant, is sending Christmas cards to its new analogue and digital customers in a seasonal push to urge them to upgrade from their basic package and subscribe to more channels.

NTL, the cable communications giant, is sending Christmas cards to its new analogue and digital customers in a seasonal push to urge them to upgrade from their basic package and subscribe to more channels.

The mailing, created by NTL roster agency Rapier, aims to take advantage of the traditional surge in consumers' TV consumption over the Christmas holiday period. It will be sent to customers who have subscribed to NTL within the past three months.

It consists of a selection of ten cards featuring snowmen, each representing one of the TV packages available from NTL for pounds 3 a month. For example, NTL's Entertainment package, which includes channels such as UK Gold and Turner Classic Movies, is illustrated by a snowman pulling a rabbit out of a hat.

A card to illustrate the Knowledge package - containing channels such as CNN, the History Channel and Bloomberg - shows a snowman with a scroll mortar board; and the Action package, which includes the Bravo and Granada Plus channels, shows a snowman jumping out of a plane. Each card contains details of the NTL entertainment package on offer.

The mailings also include a brochure that outlines the packages available and gives instructions on how to subscribe.

Jane Lockyer, head of customer marketing at NTL, said: 'This is a key time of year for us, as our customers want a wider viewing choice. We liked Rapier's simple, relevant and distinctive approach.'

Sarah Sutherland, group account director at Rapier, added: 'We believe that this creative will stand out from the rest of the Christmas post in a novel and entertaining way for NTL's new subscribers.'



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign