123-reg takes its advertising on the road this summer
June 2012
Bus advertising campaign demonstrates how easy it is to create a website with the UK’s number one domain registrar
Leading web hosting company, 123-reg is launching a high-profile outdoor advertising campaign this summer on London buses, capitalising on the increased numbers of visitors to the capital during the 2012 Olympics. The promotion, launching on the 12th July will be supported with an extensive social media campaign.
123-reg is the UK’s leading domain registrar, with over three million domains in the UK, and responsible for registering one in every four .uk domains. The company’s promotional campaigns to date have focused on targeting potential customers online, and for the first time this activity takes it offline to reach a wider audience.
The creative focuses on conveying the key message to businesses of all sizes and sectors that setting up a website is as easy as 1, 2, 3. It alludes to the number of different companies represented by passengers on the bus, and how anyone can purchase a .com web address at a special price of just £9.99. 100 ‘streetliner’ advertisements will appear on 100’s of vehicles on multiple bus routes in London for four weeks throughout July.
Social media activity will be aligned to the outdoor campaign and across 123-reg’s Twitter and Facebook channels. Fans and followers will be invited to take part in weekly picture competitions to guess the location of a bus while submitting their favourite bus-related stories. In addition to this branded Oyster Card holders are being produced and given out at key Underground locations, to drive potential customers to the bus campaign and to the 123-reg site. Thomas Vollrath, chief executive of 123-reg comments: “This summer, there will be an increased number of visitors from all over the UK visiting London. This campaign is all about raising brand awareness and extending our consumer outreach, and this summer is the perfect time to do this. As a primarily online company, we felt it was worthwhile to move our advertising ‘offline’ in order to gain traction, and we look forward to measuring the results. Anyone, whether an established businessperson or an amateur blogger, can set up a website with 123-reg and can even do so via their smartphone. There is a huge buzz around London and the UK as a whole at the moment, and this campaign gives us the opportunity to shout out about our credentials as the country’s number one and reach out to new audiences.”
About 123-reg
123-reg is the UK’s leading domain registrar, registering every fourth .uk domain. It is a market leader in domain name registration (3 million domains in the UK) and web hosting solutions. With unrivalled industry expertise, it is able to offer high-quality, technically-advanced yet cost-effective products to its large contingent of customers. 123-reg is part of the Host Europe Group, the largest privately-owned hosting company in Europe, and a Sunday Times Deloitte Buyout Track 100 company. The Group also includes Webfusion, Heart Internet, Host Europe, dynamic-net AG, Mesh Digital and RedCoruna, each making every step of setting up online as easy as 1, 2, 3.
