Liberty Global will emphasise the different capabilities of its new Horizon box in different markets, according to Peter Dorr, managing director, strategic marketing, sales and customer care, Europe, Liberty Global.
The operator has created 10 categories of features, allowing marketers in each country in which the box is launched to pick a selection for their particular market, Dorr told attendees at the CTAM Europe EuroSummit yesterday. Liberty Global will use a set of phrases beginning with the word “Imagine” to convey the capabilities of the service to consumers. Phrases like “Imagine…you never have to miss a goal again” will form the basis of the campaign, which will also include the tagline “Everything you love is on TV”. Liberty Global has developed point-of-sale material for use in its stores in the Netherlands and will also run print and internet campaigns. The company will launch its full marketing campaign in the Netherlands in about a week.