We're now 'operationalising' our new brand philosophy and driving cultural change in line with its values
Sydney (PRWEB) October 20, 2008
After a 12-month mass marketing hiatus, Australia's third-largest telco, AAPT, this week kicked off a major national integrated acquisition campaign, introducing its new "3-in-1" home phone, broadband internet & mobile phone offer.
The new brand direction, devised by agency Leo Burnett, is a mixture of press, radio, direct mail, online and TV in the Brisbane, Gold Coast, Sydney and Melbourne markets, supported by a national media relations campaign executed by AAPT's consultancy, Verve Communications.
"With a fundamentally different value proposition and a shift in strategy, AAPT is moving away from its previous 'cheap and cheerful' positioning," says AAPT's Head of Corporate Communications, Tahn Shannon.
"There's white space in the telco market and we intend to claim it: consumers want ease, convenience and simplicity in managing their telecommunications services.
"During the past 12 months, AAPT has undergone a significant internal brand repositioning process, following its merger with PowerTel in 2007 and subsequent change in strategic direction, and appointment of a new leadership team.
"We're now 'operationalising' our new brand philosophy and driving cultural change in line with its values," Ms Shannon said.
As part of the re-positioning strategy, AAPT spent significant time researching existing and prospective customer segments across all of its markets.
"As a result of that research, we listened to our customers. The new consumer branding marks a shift to a simplified and value-for-money product set which appeals to our target customer segments.
"Our research confirmed Australians were looking for a telco they could trust - consumers don't want to hear about 'free' add-ons or 'discounts'.
"They told us they wanted quality products, great customer service and control over the way they engage with us as their provider. They also wanted to interact online where possible and to know how much they're paying each month with the peace of mind that they won't be slapped with 'extra charges'," Ms Shannon explained.
AAPT's new Home phone, Broadband internet & Mobile phone 3-in-1 campaign launched on Sunday October 19.
AAPT is one of Australia's three largest telecommunications companies and is part of the Telecom New Zealand Group. Since 1991, we've used a combination of quality and competitive pricing to secure Australians great deals for phone, internet and mobile services - at home and at work.
Press Release Contact Details:
AAPT Communications Manager
Telephone: +61 2 9009 1297
Email: jenny.henderson @ aapt.com.au
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