Orange to Launch New Worldwide Marketing Campaign

France Telecom's Orange has unveiled a new global marketing campaign with the brand tagline: "together we can do more". The company says that at its heart is the idea that today we live in a digital world where borders between people and places are being pushed away. This changes the way people connect within society, letting us share ideas and collaborate to achieve more than we could alone. As a pioneer of digital technology, Orange has responded to this change. Bringing people together is why Orange is here in the first place. Orange deals with and empowers relationships; they define who we are today and what we can become and achieve in the future.

The campaign, created for Orange by Publicis Groupe and executed by Fallon, will be rolled out in the UK on 5th July, followed by Switzerland, Poland, Romania, France, Slovakia, Spain, Africa and the Middle East in the following months.

"The Orange brand was originally developed for one technology in one market - mobile telephones in the U.K," says Caroline Mille, Senior Vice President, Brand and Communications. Orange. "Today, just 14 years later, the brand now spans a range of technologies (internet, T.V content) and reaches consumers in 26 countries, covering very different cultures. Thanks to its global enterprise services, Orange also has operations in most markets around the world. Since 2006 it has been the key brand of the France Telecom Group and now includes mobile, internet and TV services plus content associated with these three platforms. Despite this change, the brand has lost none of its strength, staying true to its original values which have become the values of the whole Group. The new brand vision allows us to truly communicate everything that Orange now stands for."

France Telecom has 170 million customers, of which are 120 million are under the Orange brand. The Orange brand was ranked 50th most valuable brand in Millward Brown's recent global brand survey, an increase of 17 places on the 2007 survey.

Posted to the site on 1st July 2008