Rebranding of B.T.L. Services & Products
Belize Telemedia launched a campaign to reinvent itself under one brand which is designed to attract and appeal to new customers. The services and products offered by the telecom will be bundled under the ‘Digi’ brand. The roll out of the rebranded services starts on Monday with the renaming of the B.T.L. Park to the Digi Park. News Five’s Duane Moody reports on the company’s new strategy.
Rochus Schreiber, C.E.O., B.T.L.
“We are the company that is now building fibre to the home, we are going to deliver ICP services; we are delivering cloud computers and we are expanding internationally. For the first time we are selling to our neighbouring countries. So this is the right time for us to look at what will be the name for these new services. What will be the umbrella brand that will make it easy to recognize that these services belong together and they are all coming from the same sources, from the same quality source.”
Duane Moody, Reporting
Today at the Civic Center in Belize City, Belize Telemedia Limited unveiled a new strategic framework for the telecommunication company. A new logo and brand, dubbed the ‘Digi’ Experience was official launched as a rebranding tool for three of its services: telephone (landlines), now “DigiTel;” internet, the “DigiNet” service that is being installed across the country and mobile devices, “DigiCell.” C.E.O. Rochus Schreiber says that today marks the successful completion of the “Destination Greatness” framework.
Rochus Schreiber
Rochus Schreiber
“Under this framework, we delivered a new mobile network, we delivered a new fixed fibre to the home network; we connected San Pedro with a submarine link to the rest of the world and we deployed a new conversion billing system that allows us to bring new innovative and exciting services to our customers and to Belize. The destination greatness strategy was a success and we are going beyond the destination greatness success and we will start bringing new services to our customers. This strategy will develop new opportunities beyond the traditional landline, mobile and data that we have been delivering so far. It will improve our customers lives and the Belizean lives with the delivery of new digital services in affordable, simple and innovative ways.”
Defined by the infinity symbol, Digi will be branded on all the services that the company has. It becomes a greater part of the marketing strategy of B.T.L. and will allow for the company to easily bundle services at affordable prices to its customers. Deputy Chief of Sales and Marketing Officer Marconi Leal explains.
Marconi Leal
Marconi Leal, Deputy Chief of Sales & Marketing Officer, B.T.L.
“Our main brand will be Digi and we have our existing sub bands and products: DigiCell, DigiTel and DigiNet. And like the C.E.O. mention, as we continue to roll out these new innovative products and services, Digi gives us that flexibility to launch our new products under the umbrella brand Digi. The new logo Digi is for digital and it is a visual statement and our promise of delivering the digital world to Belizeans. It maintains our strong red from DigiCell and aligns with our existing products DigiCell, DigiNet and DigiTel. The infinity symbol symbolises B.T.L.’s history and continuous evolution since 1902 and the infinite possibilities that we have for the future as a company. With the launch of the new brand, we’ll be introducing two new brand ambassadors, William Neal and Rebecca Rath, who are both lifetime B.T.L. customers, well known and respectable public figures, strong social media presence, they are text savvy and so they will be the face of this new campaign along with our other brand ambassadors.”
The telecommunications company brought the first fixed-line connection between Belize and Corozal and in the fifties implemented the first international connections between Belize and the rest of the world. According to Schreiber, the company is currently in the process of building a fibre to the home network across the country.
Rochus Schreiber
“Go Beyond is not only a commitment to the future; it is also an acknowledgement of the past that we had. It is a commitment to build on the legacy, on the proud legacy that the people who were here before left. And it is a pledge that we as a company and as individuals will honour this history and continue to chart beyond what was here at any given time.”
Since implementation, over ten thousand customers have been added to the DigiNet platform. Duane Moody for News Five.
