#General Tech

Broadband Delivery UK rolls out new ad campaign promoting superfast internet access

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Broadband Delivery UK has launched a new television advertisement campaign to promote the benefits of its investment in improving internet speeds.

The government-funded body aims to boost adoption of super-fast broadband in rural regions of the UK, having invested hundreds of millions of pounds in local infrastructure projects. The advertising drive created by Enter includes a TV advert and press, out-of-home, digital and radio marketing.

The TV ad ends with a voiceover stating, “Welcome to the superfast nation. Now’s the time to get superfast broadband.” The advertisement directs viewers to visit gov.uk/gosuperfast for additional information.

Chris Townsend, Chief Executive at BDUK, said super-fast broadband “will transform the way we work and drive growth” in the UK.

He described the uptake of fibre services as being “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 that super-fast broadband is available in their area, or what they need to do to take up the service,” Mr Townsend stated.

“That’s why we were keen to work with Enter on a multi-channel marketing campaign to raise awareness, highlight the benefits and support take-up.”

He claimed the Enter team has given ‘an exciting and vibrant ad’ which he thinks will hopefully connect with BDUK’s target audience.

BDUK plans to take superfast broadband (24 Mbps or faster) to 90 percent of the UK by 2016 and 95 percent by 2017, and at least 2 Mbps for all by 2016.