BT is spending £6 million on a major advertising campaign to promote its new iTunes offer for broadband.
The company is offering free iTunes songs to new broadband customers until October 23. New customers who sign up for BT Broadband or BT Yahoo! Broadband can download up to 40 free tracks of their choice.
Cross-media ads herald BT iTunes bonanza
The campaign was built by advertising agency Abbot Mead Vickers. Its mantra is: "Collect the soundtrack to your life with Broadband from BT". It includes TV, press, online and direct marketing advertising. It runs until the end of September.
BT is offering consumers seeking an entry-level package the chance to download up to six digital music tracks of their choice with BT Broadband Basic which costs £15.99 for the first three months (£17.99 thereafter). All new customers also receive a £15 discount on the purchase of an iPod. Downloads must be redeemed by no later than December 5, 2005.
Broadband's media promise
Gavin Patterson, BT group managing director consumer, said: "Broadband has been critical for the growth in digital music in the UK and we are pleased we can offer more to music fans thanks to the iTunes Music Store."
The combination of iPod and the iTunes Music Store is a smash hit in the UK," said Eddy Cue, Apple's vice president of applications. "BT's promotion will get iTunes into the hands of even more music fans, along with free songs from the world's most popular online music store."
BT hosts its annual UK Digital Music Awards in October this year.
BT Broadband Basic costs £15.99 for the first three months and £17.99 after that.
BT Yahoo Broadband (15GB usage cap) costs £24.99 for the first three months and £26.99 after.
BT Yahoo Broadband (30GB usage cap) costs £27.99 for the first three months, rising to £27.99 after.