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AOL UK launches ‘mother of all broadband services’

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AOL UK is to splash out on plugging its broadband service.

The new campaign - dubbed the "mother of all broadband services" will start on November 1 and feature TV, press and billboard ads.

AOL UK declined to say how much it was investing in the campaign. Although it is nowhere near the £33m BT is coughing up on flogging broadband, it's still expected to be a fair old wedge.

The ISP has been criticised in the past for not investing enough in broadband but always maintained that this was due to the time not being right. Now, though, riding on the back of BT's massive ad spend and recent price cuts, it seems the time is right.

This ad campaign comes three weeks after AOL UK cut the cost of its broadband service from £34.99 to £27.99 a month.

Freeserve - which claims to be the UK's biggest ISP - is currently advertising its broadband service on TV but declined to reveal if it had any plans for further broadband marketing activity.

Separately, AOL UK is giving away £2,000 a day for 92 days to say a big "Thanks 2 You" top its two million users.

One lucky punter who wins the main prize draw will also scoop a delicious £200,000 as part of the loyalty promo.

Meanwhile, in the US the ongoing "will they, won't they" saga concerning the possible split of AOL from Time Warner has taken yet another twist.

According to the Wall Street Journal AOL Time Warner chairman, Steve Case, was reportedly overheard chatting about the idea of spinning off the Internet division from AOL TW. Which is nice. (Um, shouldn't he spin himself back off while he's about it? - Ed) ®

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