bt fon

challenge

Launch the world’s largest Wi-Fi community into the UK marketplace, following a merger between the UK telecoms giant BT and the Spanish wireless operator Fon

The campaign had to give both partner businesses their fair share of the limelight despite a natural tendency for the British media to focus on BT

Raise the profile of senior Fon management in the UK, including its entrepreneurial CEO Martin Varsavsky

creative solution: "modern"

Working as part of a multi-agency team, a day long press event was held at London’s Tate Modern gallery, giving media across consumer, business and trade sectors the chance to have extensive face time with key senior management, including senior Fon personnel and CEO Martin Varsavsky. The press briefings were followed by a high end launch party at the gallery for industry VIPs and UK and international media.

campaign results

Over 30 press and analyst briefings were held with BT & Fon management as well as round tables with influential bloggers, and in the evening more than 200 industry VIPs came to the launch party to officially unveil the new Wi-Fi community to the UK.

The subsequent media blitz saw placements across consumer, business and trade press including national and international coverage in The Times, The Independent, The Guardian, BBC, Evening Standard, Wall Street Journal, International Herald Tribune and Reuters amongst others.

The vast majority of press coverage managed the story as a joint announcement, giving Fon equal column inches throughout their articles.

public relations consultants

The Times

BBC Online

Web User

bt fon

challenge

creative solution: "modern"

campaign results