UPC spends €2m on new switcher campaign

UPC is spending €2 million on a campaign to promote its special offer television, broadband and phone bundles to new customers.

The 14-week campaign highlights bundle offers that begin at €21 a month for its “basics collection” of a digital television package, 60MB broadband and home phone.

Although the Liberty Global-owned UPC has increased prices for existing customers in recent months, there is an ongoing battle for new customers at the lower end of the market following the launch of Sky Broadband and Eircom’s television service.

The UPC campaign, aimed in part at switchers from Eircom broadband, emphasises "value" and faster speeds.

Meadhbh Quinn, UPC Ireland's new head of brand and marketing communications, says the campaign will have a "very heavy" presence on television and online, with "a little" radio and out-of-home advertising.

“It is about being more omnipresent on television and online, and getting more bang for our buck,” she says.

Later in 2014, there will be “more conversation around Horizon”, UPC’s premium television platform, which it launched last summer.

The football World Cup in June and July, meanwhile, will trigger fresh marketing activity to promote the ability to watch channels across various devices, not just the household television set, on the Horizon app.

“You will have lots of people – including lots of women – who would not have any interest in the World Cup, so we will do a push on multi- screening.”