BT

Change perceptions to position BT as a national champion

#Analyst relations #Cloud & Communications #consumer tech #Content #creative #Events #Media Relations

The brief

Communicate the rebrand as not just a change of symbol, but a symbol of change.

Nelson Bostock was the lead agency for BT’s rebrand, tasked with managing its reputation and shedding the old BT image. We managed the keynote speeches, press conference presentation, content creation, media attendance and press office.

Following the rebrand, the Nelson Bostock team has worked with BT on specific initiatives to start changing the narrative:

BT Skills for Tomorrow programme – upskilling the nation with digital skills
BT Young Pioneer Award as part of the National Tech4good awards
Proactive press office promoting positive changes in customer service
Providing key consumer groups with background briefings

Success in numbers

45%

of the UK population reached with positive messages and sentiment about the BT brand

years - BT’s goal to help 10 million people across the UK embrace new digital skills by 2026 has been reached five years ahead of schedule

pieces – of quality coverage for the rebrand event, 60 press conference attendees

Check this out

Running a proactive press office for BT and EE

Build positive associations with BT and EE Nelson Bostock is the lead agency for the BT and EE press office, tasked with managing the brands’ reputations not just with the media, but among its customers. Our role is to make sure we continually highlight how the companies connect for good, whether that’s through new social...

Communicate the rebrand as not just a change of symbol, but a symbol of change. Nelson Bostock was the lead agency for BT’s rebrand, tasked with managing its reputation and shedding the old BT image. We managed the keynote speeches, press conference presentation, content creation, media attendance and press office. Following the rebrand, the Nelson...