Mobile operator Orange is planning to give the brand a major overhaul with a new UK advertising strategy.

The firm intends to "personify" its services by attaching the tagline "I Am" to all marketing for its new products and tariffs, with approximately £10 million to be spent on the campaign next month, Mobiletoday.co.uk reports.

Due to launch on July 5th, the promotion will be spread across TV, radio, print and posters, again demonstrating Orange's commitment to the high-profile advertising of its brand.

An industry source commented: "Orange is the biggest network spender when it comes to marketing and advertising.

"Last year they spent more than £90m and that's before you consider all of their sponsorship deals."

One advert for Orange's Dolphin monthly tariff carries the caption "I am the one who always has the last text", while an advert featuring Sony Ericsson's C902 five-megapixel camera states "I am less fuzz than focus".

The operator is also sure to be a high-profile presence at Glastonbury this year, as it recently revealed plans to set up a solar-powered phone-charging tent at the Somerset festival.


Friday, 20th June 2008

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