Tiscali Press Release - TISCALI 'UNMASKS' ITS NEW TV AD CAMPAIGN

'now everyone in the land, can afford broadband'

Tiscali UK, the internet service provider, today announces the launch of its new TV, radio and press, integrated marketing campaign to promote its highly competitive broadband services and build on the company's current price-point success over competitors.

The nationwide 2005 campaign kicks off on television and radio on Tuesday 1 March 2005, and reunites the talents of Tom Baker, the voice of 'Little Britain' and its award-winning director Steve Bendelack who is also responsible for tv comedy hits such as The League of Gentleman and The Royle Family.

With this pedigree, the ads will bring Bendelak's trademark expertise in humour to target new consumers looking for the best and most competitive broadband deals, with the strapline, 'with Tiscali, everyone in the land, can afford broadband'.

Tiscali instigated a multi-agency search appointing Mortimer Whittaker O'Sullivan (MWO), to create the three-pronged ATL campaign. MWO came up with a Zorro-esque style campaign, using an unseen 'masked man' delivering the good news about Tiscali broadband and slashing a 'T', as a mark of his presence. The agency selected and approached Steve Bendelack and Tom Baker to execute their winning campaign.

Steve Bendelack, director says:
"Tiscali has gone for a totally different approach to advertising broadband. I was immediately attracted to the scripts, which deliver the message and the gag very effectively. It was a project I was very keen to be involved in".

Mary Turner, CEO Tiscali UK says: "Our TV and radio campaign was a key factor in Tiscali's growth in 2004. 2005 is going to be a very big year for broadband so the new advertising campaign will help to continue our momentum and hopefully give everyone a laugh into the bargain".

In the UK, Tiscali has over 375,000 broadband users and 1.85 million customers in total.

To complete the integrated marketing approach, a PR campaign by Tiscali's consumer PR agency, Borkowski PR will follow