It's also the first time we've targeted the business market with a brand-led acquisition campaign.
Sydney, NSW (PRWEB) June 17, 2009
AAPT has embarked on a major rebranding strategy across the business and consumer telecommunications markets, designed to significantly increase brand preference and acquisition in target segments.
Following the appointment of agency McCann Erickson for creative and Universal McCann for media buying earlier this year, AAPT has commenced two new integrated campaigns, signalling a significant departure from its previous positioning.
Last month, AAPT's "Business Roadie" campaign launched in domestic airports and online, positioning AAPT as the essential behind-the-scenes technical experts for medium to large corporates.
This week, the TVC component has kicked off the telco's Consumer campaign, led by its new residential "Unlimited" broadband internet product, which allows consumers unlimited downloads between 2am and 8am.
"This is our largest acquisition push in more than five years," said AAPT's Head of Corporate Communications, Tahn Shannon.
"It's also the first time we've targeted the business market with a brand-led acquisition campaign."
Following an extensive redevelopment, AAPT has also launched a new website, http://www.aapt.com.au, reflecting a refreshed brand image and enhanced navigation features.
"The complete departure from AAPT's previous brand image, coupled with the new product offerings and new website is a reflection of our aggressive plans for growth," she said.