June 2007

Network PR unveils a clever new Australian telco

Network PR led the public unveiling of a new brand in the telecommunications market with the launch of Clever Communications Australia - Australia’s largest wireless business telecommunications company.

 Clever is the new name for a combination of three complimentary telecommunications and technology companies; Access Providers, Saise Telecom, and Activ Australia, which together have more than 25 year’s history in the Australian IT&T market.  The company is listed on the Australian Stock Exchange.

 Clever Communications is a fully-licensed telecommunications carrier: it owns and operates the largest wireless business network in Australia. It provides a ‘one-stop shop’ for its customers IT&T business needs including voice, data, internet, mobile, VoIP, co-location, hosting, applications, systems integration, and managed security. 

Clever also provides wholesale wireless services to Australia’s tier one telcos including Optus and Nextep.

Network PR was appointed as lead marketing communications and PR agency, supported by specialist IT&T marketing agency, M&a.

According to Geoff Hoddinott, Account Director, Network PR, the exercise involved communicating a consistent brand message across multiple touchpoints.  

“This project encompassed addressing all possible audiences from internal, to investors, customers, partners, suppliers and media,” said Hoddinott. “Our brief covered activities ranging from PR, advertising and electronic direct mail, to the production of a corporate webcast for the new Clever website.”

Key media learned there was a new telco in the Australian market when they received from Network PR a (size) red (make) car with the Clever logo on it.  As part of the strategy an announcement advertisement was placed in the Australian Financial Review.

Network PR was able to create strong specialist media interest in the announcement. Media as diverse as Australian Reseller News, B&T, Communications Day, Computerworld, Exchange, iTnews, and Merger Market ran stories based on personal interview with Clever spokespeople. Other media such as Australian Financial Review, Daily Telegraph, iTWire, and Rust Report covered the re-branding and launch.

Please view the related media coverage

Network PR optimises brand appeal by matching messages to individual markets and mapping a communication ‘Network of Influence’ to ensure messages are delivered with clarity & credibility