Rutland Telecom

Launch of UK's fastest rural broadband in Lyddington village

Rutland Telecom approached Skyfield Communications to launch, what is the fastest rural broadband connection in the UK at the village of Lyddington, Rutland in April 2010.

This milestone in telecommunications history meant that an isolated area in the UK had ‘next generation' broadband for the first time up to speeds of 40Mbp/s and what's more gave local people some control and input into their truly local service.

Rutland Telecom's unique business model allowed villagers to invest into the project and receive a 10% gain on their capital investment, paid back in full after three years.

Method

Skyfield had already worked with Rutland Telecom generating articles in the Observer and interviews on BBC Radio 2, 4 (Today programme) and BBC Radio Five Live plus a range of local, regional and trade media.

Building on this for the Lyddington launch, Skyfield devised a strategy that focused on the ‘firsts' for Rutland Telecom and created real stories for the media as well as highlighting the ‘digital-divide' as an election issue.

To enhance and add credibility to the campaign Skyfield enlisted the support of the Country Landowners and Business Association (CLA), who officially opened the Lyddington service plus actor and comedian Stephen Fry who went to school locally and kindly provided a quote.

By concentrating on the speed of Rutland Telecom's rural broadband connection and its unique business model, Skyfield started talking to journalists about the company and creating interest in the event.

Results

Skyfield's campaign reached 7 million adults in the UK and generated outstanding media coverage for Rutland Telecom including live interviews on BBC Radio 4 Today programme, BBC Radio 5 and a live broadcast from Lyddington on BBC Breakfast as well as an article on the BBC website. The story also ran in the Daily Telegraph and in its editorial the following day. As well as the Daily Mail and Channel 4.

Regional coverage included a live broadcast from ITV as well as local BBC and independent radio. It was also picked up by a wide range of technical and trade press, website and blogs. Media interest is still ongoing.

The media coverage had an equivalent advertising value of nearly £750,000 and has generated over 250 new business enquiries so far.

The main pieces of coverage are listed on the here on the Rutland Telecom website with links to the relevant media.