Demand Broadband: Making supply match demand

Advertising helped the East of England Development Agency gain broadband access from telecoms companies who refused to supply it to rural communities, stifling economic growth in the region. The campaign broke through the barrier and directed users to an online brokerage which grouped people with other registrants in their area. Registration targets were surpassed by 800%, and regional access to broadband increased from 53% to 98%. BT changed its policy and is now in the process of enabling telephone exchanges throughout the region