Teletext rebrand seeks raft of industry clients

Teletext rebrand seeks raft of industry clients

Report by LEE WINTER

Report by LEE WINTER

TELETEXT starts a £15 million advertising campaign this week in a bid to significantly increase advertising from the travel trade and to raise awareness of its digital and Internet platforms, launched earlier this year.

The company will unveil a new-look service with a revamped logo and revised graphics across its system. It has also developed a text messaging facility for Internet customers, which will provide updates via mobile phones.

Teletext head of business Nishma Patel said the service would have a cleaner, fresher look with better graphics and speedier access for those using its Internet and digital platforms.

The initial six-week media blitz will be followed by another campaign early in the new year focusing on Teletext’s holiday services.

Patel said: “We want to draw attention to the more interactive products we now offer, including the free digital service and revamped Web site.

“Teletext is looking for a significant increase in advertising from this rebrand activity, offering holiday clients a portfolio rather than an individual platform sale.

“We are trying to open Teletext services up to everyone be they on or off-line travel agents or operators big and small,” she said.

Patel added: “In the past, the main barriers to entry for niche agents and operators have been the cost and handling the number of calls from the analogue system. We want them to see that this has changed.

“The analogue system remains a mass-market product but there are now platforms available where smaller agents and operators can manage the cost and the number of calls they receive.”

For example, the new mobile phone text messaging service will supply Internet customers with free updates on holidays of their choice and other travel-related information.

Teletext was due to announce a number of new holiday clients at the ABTA conference, which took place in Kos at the weekend. Patel added: “Expect some big surprises.”

Teletext on ITV and Channel 4 currently has a weekly viewing figure of 24 million and accounts for one in 10 package holidays sold and one in 15 flight-only holidays booked in the UK.

The Web site www.teletext.co.uk currently receives one million site visits a month.

Fresh face: the revised service is looking to capitalise on a broad range of markets, including families

TVinformation service shows off new look with £15 million campaign