The company, which is owned by Dragons’ Den entrepreneur Peter Jones, launched the latest incarnation in its successful JCB Toughphone range last month with the Pro-Smart, Sitemaster 2 and Sitemaster 3G. The firm is now gearing up for its first major outdoor advertising campaign to support the new handsets, which will see hundreds of buses and billboards carrying the “A New Breed of Toughphone” creative.
The campaign, which launches on 14 May, initially targets the Midlands and Northern Ireland following strong sales of the Toughphone range in these regions, over the past 18 months.
On the advertising investment, Jason Kemp, marketing director at Data Select said:
“The campaign marks a considerable investment in the JCB Toughphone brand, which we have been steadily building since the launch of the first phone in 2008. With the new range, including our first tough smartphone, now is the perfect time to extend our marketing efforts further with a large scale push on advertising.
“With this initial burst of activity we are targeting the Midlands and Northern Ireland, and if it proves successful, we will look to expand the campaign to include other regions.”
Data Select launched the first JCB Toughphone in 2008 and has since launched seven new handsets including its first smartphone the Pro-Smart.