The Australian National Broadband Network launched a new series of newspaper ads this week to support its local area marketing efforts. The first ads appeared yesterday, prompting readers in specific areas to make the move to the NBN.
The ads in the Mercury in Hobart and the Illawarra Mercury featured the line of “It’s time to move to the NBN” as a call to action. It is not the first time NBN Co has used the slogan, but it is the first time it has put the names of the suburbs into the headlines.
The Illawarra Mercury ran two ads, a strip ad on page one simply noting “Dapto it’s time to move to the NBN”, and a full-page on page 10 explaining that the NBN will take over many existing services in the area from July.
The Hobart Mercury only ran the page one strip ad with the headline “Hobart, South Hobart, Sandy Bay, Battery Point, and Dynnyrne it’s time to move to the NBN”, and a single line of copy.
The reason for targeting named localities is simple. Existing landline and internet services will be progressively switched off by region starting from next month, and residents affected need to take action to retain landline services. Newspapers provide an outstanding platform for targeting users in specific localities.