Telstra's Brand New Future

Written by Oonagh Reidy     28/01/2014 | 14:35 | Category: INDUSTRY

Telco launches new brightly coloured ad campaign, called Brilliant Connected Future.


Telstra debuted its new television commercial, entitled 'A Brilliant Connected Future For Everyone', broadcasted during the Australian Open men's singles final on Sunday.

It is the next step in the evolution of its brand which brings to life Telstra's vision to create a Brilliant Connected Future for Everyone. The telco's rebranding was launched in September 2011.

Telstra Director of Corporate Marketing Inese Kingsmill said the new brand program reflects the company's  unique position and commitment to enriching lives and helping Australians to connect, "Telstra has been part of the fabric of Australia for over 100 years and exists to connect people to the things that are important to them.

"We are committed to ensuring our customers benefit from an experience supported by some of the most innovative tools, smart systems and some of the most advanced applications available. We have Australia's largest and most reliable mobile network, covering more than 99.3% of the population and more than 2.3 million square kilometres of the landmass, with our 4G services now covering 85% of Australians.

"We believe that connection is a basic human right and no-one should miss out. We will continue to help students, businesses, families, innovators, friends, older Australians and those who require special assistance get connected and stay connected to build a better future."

The new broad brand marketing program is showcased in a new digital hub at

The hub includes examples of connections enabled by Telstra across a range of topics from network innovation, to music and small business to community.

DDB and Interbrand were the creative leads on the brand marketing, evolving the brand identity and helping to create the television commercial and online films, digital advertising and online banners.

R/GA also collaborated on the digital components.