Adverts to promote superfast broadband uptake

December 15th sees the launch of a new advertising campaign aimed at promoting the use of fibre-optic broadband across the UK.

The campaign, created by Enter Media and Broadband Delivery UK, which is part of the British Government’s Department for Culture, Media and Sport (DCMS) includes both Television and press marketing, as well as digital, radio and out-of-home adverts.

As well as encouraging national broadband uptake, the ads will also focus on outlining the benefits already brought to consumers by BDUK’s investment in terms of better connections and internet speeds.

In addition, some marketing will aim specifically at encouraging more rural dwellers to take advantage of increasing broadband services throughout the British countryside.

BDUK Chief Executive Chris Townsend said ‘Superfast broadband will transform the way we work and drive growth – it’s a key part of the Government’s long term economic plan”.

“Our rollout is on track with 1.5 million homes and businesses now having access, but evidence suggests that many consumers and small businesses don’t know what superfast broadband is available in their area, or what they need to do to take up the service”.

The television advert ends by directing viewers to visit gov.uk/gosuperfast for more information as a voiceover states ‘welcome to the superfast nation. Now’s the time to get superfast broadband’.

This is the latest push to increase superfast subscriptions nationwide, and comes after a £3 million scheme called SuperConnected Cities which offers broadband connection vouchers worth up to £3000 to British businesses wanting to improve their internet connection.

That programme, which the government recently admitted has not so far achieved the uptake levels it was hoping for, is available in 22 cities across Britain and will run until March 2016.

Current government targets aim to bring superfast broadband (speeds of at least 24 Megabytes per second) to 90% of the UK by 2016, and 95% by 2017, as well as a guaranteed minimum of 2 Mbps for everyone by 2016.

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