The Portuguese language and, in this case, the genius and vision of a poet who is the image of Portugality – Luís de Camões, is the theme of a campaign which can be seen in the following weeks on television and in the press.
The campaign that was launched today, 15th June, symbolizes the Group’s commitment to innovation and development and illustrates how the latter views technology. This is, a way of making life better and of approaching people, ideas and emotions.
“Innovate, change and improve is our tradition” is the motto of a campaign that intends on synthesizing the values and attitudes of the PT Group in the world.
However this is merely the continuity of a process that aims at distinguishing a new phase in the relationship with the client and a new market attitude.
Examples of this presence in a technological revolution which is changing the world, is the broadband Internet, the 3rd mobile generation, wi-fi communication, revolution in the fixed network and the TV digitalisation through cable. And in all of the latter, PT has shared resources with the community which will give way to development in health, education, environment an in the information society.
Throughout the last years, the PT Group assumed as priority a strategy of approach, based on initiatives such as the “PT close to you” road show that until 2006 will take PT to the 18 district capital in Portugal and more recently the PT Schools Project – The knowledge Adventure that created ties with schools and students from North to South. The creation of the Portugal Telecom Foundation also reflects a commitment with sustainability through the performance in areas such as support to citizens with special needs, art and culture, people’s development, support to innovation and social protection.
Today Portugal Telecom is an integrated telecommunications and multimedia operator with an offer of voice, video and data. 26 companies, 31 thousand co-operators, 24 hours a day, 30 days a month and 12 months a year are concentrated on one single priority: to improve the lives of the 43 million people who use PT products and services. Its importance within the Portuguese economy is also recognised. It is the largest national private group, representing 3% of the GNP and it is the largest Portuguese company listed on the stock exchange and it is also present in the New York stock exchange.
This communication campaign by Portugal Telecom is in itself an innovation.
For the first time the PT Group is communicating internally and externally with one voice: Press, television, internet sites and portals, intranet, posters on buildings, special mobile rings, thematic wallpapers, institutional publications, all support united in one communication with the intention of reaching out to all publics.
It is not merely another publicity campaign. It is communicating PT and its condition as largest private Portuguese group and flying the flag of Portugal in the world. A group that “over the last tem years has innovated, changed and bettered in order to attain one single objective: to be closer to each and every one, to render a service of excellency and contribute towards the development of communities in which it is located ", underlines the Executive Chairman, Miguel Horta e Costa.
A creative strategy that has recreated the world and which Portugal Telecom wants to take to its clients. To make the brand a symbol of innovation, change and devotion. And what better way to do this in than in the language of Camões? The Portuguese language unites us in our success and accompanies us in modernity and change.
The Portugal Telecom Group. Innovate, change and improve is our tradition.
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