Memorandum submitted by ASTRA Marketing
I am pleased to supply you with the details
for our consumer campaign designed to support increased digital
satellite sales, which will run through to December 2001.
Our objective for the campaign is to build awareness
of digital satellite and to positively influence opinions of those
UK householders who have the means to acquire but have as yet
been uninterested in moving towards digital.
The pre-advertising research for the campaign
revealed that from current non-adopters of digital, the largest
and most responsive group of people would be in the "young
family" sector, however they were also likely to be people
who had fought shy of any promotional messages to date. The research
demonstrated that the most likely approach to interest them in
switching to digital would be to communicate a compelling choice
in services for both free and subscription packages.
ASTRA have therefore built a message of "best
choice" in digital TV from the wide and varied selection
available free to view (over 85 TV and radio services) along with
the excellent range of subscription packages available.
With a title selection based upon the reading
habits of our target household sector, ASTRA has booked full colour
page "advertorials" in six magazine titles with seven
insertions in total, which appear on shelves from October to December
Using Linda Barker, one of today's best-known
TV personalities, famous for her interior design skills, as a
spokesperson for digital satellite, ASTRA will generate interest
and influence current non-adopters by showing the excellent choice
available today for households nation-wide. Linda provides an
excellent endorsement for digital satellite providing comments
about why it is the best format to switch to, including choice
Each advertorial includes a call to action for
more information/details of local retailers etc. There is also
a competition incentive where readers can register for information
and be placed into a prize draw for a 28" Widescreen TV.
Each caller will be supplied with details of their nearest digital
satellite retailers/installers and will receive a current ASTRA
consumer brochure and copy of the ASTRA discreet dish installation
I have pleasure in enclosing two samples of
the advertorials (not printed), which will appear in M&S
and ASDA magazines (please note that small elements of the wording/layout
will be changed for the final artwork).
The media schedule will run as follows:
|Homes & Gardens||December
|Woman & Home||December
|Saturday Telegraph magazine||27 October, 17 November
In addition to using Linda Barker as a spokesperson for ASTRA
within our advertorial campaign, she will also be featured in
a new version of the ASTRA Guide to Discreet Dish Installation.
The new four pages A4 colour brochure will be in print from late
October and is available for all digital satellite retailers and
installers through our ASTRA order line 0845 769 7760.
With over five and a half million households already receiving
digital satellite services in the UK, new services such as ITV1
and brightblue from Energis joining the platform soon, and with
the peak season upon us, the market for digital satellite has
never looked so good!