Business Link ad campaign

Omni have been working with Business Link South West on the production of a TV commercial, radio spots and Microsite to accompany a new awareness raising ad campaign.

The ad campaign was developed to increase understanding of Business Link amongst businesses in the region – making a serious difference to perceptions. The focus was to make the brand relevant to new and growing businesses, establishing Business Link as their first point of contact for business support.

The campaign, rather than focusing on the business as an entity, is focusing on the individuals behind the business, to show how Business Link can help them with their hopes, fears, ambitions and objectives.

The 30sec TV commercial, which broke on the 18th February, will run until the 10th March 2008. Great care was taken to select individuals that represent the range of businesses that are supported – from startups to established firms.

Run across 20 radio stations there will be 3,469 radio spots across the region all timed up with an ambitious regional press push, giving serious impact to the campaign.

The campaign is supported by a dedicated Microsite - www.thinkbusinesslink.com Focusing on Starting, Running and Growing businesses. This site will include: the TV commercial; 3 – 5 minute extended interviews between Business Link advisers and Business Link clients; a database of case studies and the key questions that businesses ask. The user is able then through the site to ask questions of Business Link advisers.

Omni have also included a YouTube channel for the related films to help complete the off and online campaign.