March 23, 2007
C&W launches “Feel the Buzz” ad campaign

Cable & Wireless, official sponsor of the ICC Cricket World Cup 2007 and the only full service telecom provider in the region, today launched a region-wide advertising campaign featuring great personalities and memories of cricket in the Caribbean. Six new television adverts and three radio spots feature Dwayne Bravo, Brian Charles Lara, and Courtney Walsh… enabling cricket fans to celebrate the past, hope for the future, and “feel the buzz.”

Chief Executive Officer, Cable & Wireless Americas & Caribbean, Chris Hetherington said, “We are honored to have worked with three heroes of the sport in creating our latest advertising campaign, and it is with great pride that we highlight some of the shining moments in the region’s cricket history. {{more}}I hope the campaign adds to the World Cup buzz and helps our customers get even more out of watching the tournament. It’s a chance for all of us to reflect fondly on great Cricket memories, and celebrate our hopes for World Cup and beyond.”

The new Cable & Wireless cricket-inspired ads invite fans to take advantage of SMS alerts to stay on top of news, scores and updates on the West Indies or any other cricket teams. To subscribe to alerts, simply text “WI” to “WCUP” (9287), or text “HELP” to “WCUP” (9287) for info on other teams. Customers can also sign up for the service on the bmobile buzz mobile portal. Price per cricket alert is 20 cents per text. Customers can un-subscribe any time by texting STOP (7867) to WCUP (9287) [444-WCUP (9287) in Jamaica.]

The ads will also remind bmobile customers to participate in the “bmobile Cricket Trivia of the Day” by watching live bottom-of-screen banners for a new multiple-choice trivia question every day of the tournament. Correct answers sent to CRIC (2742) [444-CRIC (2742) in Jamaica] automatically enter customers in the Daily and Grand Prize drawings, from which they can win prizes ranging from Brian Charles Lara-autographed bats, to mobile phone packages, cash, and even flat-panel LCD TV’s!

“Cable & Wireless has been committed to supporting cricket for 20 years,” explained Hetherington, “and our efforts certainly haven’t slowed down in the ramp-up to the ICC Cricket World Cup 2007. I am grateful to our staff and to our partners for doing their utmost to, through our sponsorship, help make the ICC Cricket World Cup 2007 the greatest event the region has ever seen.”

In addition to working in partnership with Governments and Local Organizing Committees, Cable & Wireless has worked with venue management at key sites to ensure state-of-the-art communications, enabling pitch-side connectivity for transporting World Cup images instantly across the globe. The company has also undertaken extensive efforts to help communities across the region to “feel the buzz” by supporting local-level cricket teams, hosting pre-World Cup events, and donating over 25 move-able pitches to under-served areas, encouraging everyone to ‘get in the game.’

Added Hetherington, “Cable & Wireless’ sponsorship of the Caribbean Media Corporation’s televised match broadcasts has facilitated access to cricket coverage for some 35 million people in the Caribbean. And, on every host island where we operate, we’ll be sure to do our part in providing visitors with a real West Indian welcome. You’ll see our employee volunteers helping local and visiting fans alike. We are all at the ready to make World Cup 2007 a celebration no one will ever forget.”