Three Kicks Off Marketing Drive to Further Promote Free Calls from Abroad

Telecoms provider Three UK is embarking on an integrated marketing campaign to drive their 'Feel at Home' offering which allows Britons to use their mobiles abroad at no extra cost.

From April 2015, the UK's most popular holiday destination, Spain, along with New Zealand, will join Three's 16 existing 'Feel at Home' holiday hotspots. These include France, Italy, Sweden, Switzerland and the US.

Created by Wieden + Kennedy, the integrated campaign builds on Three's #HolidaySpam campaign last year, which centres on people's love of bragging about their getaway breaks.

A second TV spot will feature 'holiday spammers' discussing their thoroughly documented trip to the Grand Canyon. Both ads will run with supporting 30 and 10-second cut downs to form a suite of executions that span cinema, video-on-demand, press, social and radio.

Director of Marketing at Three, Tom Malleschitz, commented: "The campaign will drive awareness of this unique proposition and now we have added Spain even more of our customers will be bragging abroad to their heart's content."

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