Superfast Cornwall – the pioneering broadband partnership between the EU, BT and Cornwall Council – has appointed fast growing advertising firm AgencyUK for its latest advertising campaign.
The £132 million initiative aims to make Cornwall and the Isles of Scilly one of the best-connected places in the world for residents and businesses. Fibre optic broadband will be available to at least 80 per cent of Cornish homes and businesses by the end of 2014, with alternative technologies, such as wireless and satellite, being used to boost speeds in other locations. The partnership is being hailed a flagship initiative for how other rural areas around the globe could develop their broadband networks.
AgencyUK have been appointed to plan, create and deliver their next integrated advertising campaign, which will be running initially in press and online this autumn.
A big part of the brief is refinement of the Superfast Cornwall proposition, which is key to each target audience, as well as the creative that will encourage residents and businesses of Cornwall to get connected to superfast broadband.
“By the end of 2014, Cornwall will become one of the best connected places in the world with positive impacts on the local economy. It will change the way companies do business and, for many, provide access to new markets. Part of our role at Superfast Cornwall is to stimulate demand by promoting the benefits of fibre optic broadband to businesses and letting them know how they can get connected. Our advertising campaign is key to getting the right messages out to residents and businesses in Cornwall.” says Nigel Ashcroft, Programme Director of Superfast Cornwall for Cornwall Development Company, Cornwall Council’s economic development company.
Ranulf Scarbrough, Superfast Cornwall Programme Director for BT, said: “AgencyUK demonstrated a passion for technology and creativity, which really resonated with the partnership. We believe we will work very well together, delivering truly ground-breaking campaigns, which will further build local awareness and demand for this exciting superfast technology. We are determined to ensure that Cornwall and the Isles of Scilly are able to take full advantage of faster broadband and, to do so, it is essential that we make as many local households and businesses as possible aware of the great opportunities offered by this pioneering roll-out.”
“We are delighted to have been selected by Superfast Cornwall to work on this project. The technology is cutting edge, and the impact it will have on businesses and residents in the region will be profound” says Sammy Mansourpour, Managing Partner at AgencyUK.