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Known primarily as a European telephone company, British Telecom North America wanted to aggressively market its US nationwide (and international) network of satellite and fiber connections to American broadcast and entertainment industries. A dimensional direct marketing program timed for Las Vegas-based NAB and instantly recognizable icons of Americana (such as the capitol dome and Hollywood sign) were used to create an American identity and drive home the coast-to-coast coverage. The highly targeted mail campaign contained a pair of sunglasses and a chance to win a day of free limo service. The program brought much attention to BTNA services and delivered a large number of highly qualified leads to the trade show booth.
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Strategy
