Michael Bolton is the face of a new campaign for JT, the state-owned telecommunications company of Jersey and Guernsey, created by CheethamBellJWT.
The “MyCool Bolt-on” advertising, which will launch this month on radio, press, posters, in-store, online and on social media, promotes JT’s new pay-as-you-go suite of mobile offers.
David Bell, CEO at CheethamBellJWT, said: "At CBJWT, we try to see what others don't and have come up with a PAYG campaign that will stand out from all those me-too promotions out there. Full marks for Michael Bolton and JT for recognising the potential of this fun campaign.”
Using manipulated titles of the star's songs, the campaign coincides with the release of Bolton's new album.
Tamara O’Brien, head of marketing, brand and distribution at JT, said: “We are absolutely thrilled that our new bolt-on campaign has coincided with Michael Bolton’s new album release. It has provided us with a fantastic opportunity to create a one-off tongue in cheek play on words, which has resulted in some very creative and memorable advertising. We are delighted to introduce our new pre-paid offers with such a high profile campaign featuring one of my personal favourite music legends, which really will capture the hearts of many fans and the attention of islanders in Jersey and Guernsey, where the iconic singer plans to perform later this summer.”
Michael Bolton added: “JT came to me with this idea which I am pleased to endorse. Not only is it funny and creative it very much celebrates my music. I am looking forward to visiting the island of Jersey and of course JT have kindly given me my very own MyCool Bolt-on mobile to use whilst I’m there.”