Trustworthy Aussies behind latest Telstra branding campaign

Telstra will begin a new branding campaign this weekend targeting its core value of trust and professionalism at new and existing business customers.

The ads will feature testimonials from prominent customers Janet Holmes-a-Court, Lindsay Fox, Father Michael Kelly and even Primus founder, Ravi Bhatia. The advertisements will mainly appear in major metropolitan newspapers but will be supported by selected outdoor and online advertising as well.

The ad campaign, created by Nitro, will run until October with an option to extend by a further month.

The ads will be targeted "squarely" at business customers, said Telstra spokesman Chris Newlan.

"The campaign aims to demonstrate Telstra's strengths as a partner for Australian business in an effort to win new business as well as retain certain accounts."

Through these personalities, Telstra was able to demonstrate its "core value" of trust and professionalism, Newlan said. "It's entirely appropriate these prominent Australians are behind our campaign," he said.

All the participants in the advertising campaign appeared free of charge with a donation made on their behalf to A Celebration of Life Foundation, a Melbourne children's charity.

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