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Virgin Media is focusing on customer retention with its first ad campaign aimed squarely at its existing customers.

The provider's new marketing initiative will focus on the benefits of being a Virgin Media customer, highlighting some of the great value extras that are available at no extra cost.

These include free servicing and repairs and ESPN at no extra monthly cost for top tier TV customers.

Tellingly, the initiative will also focus on "broadband speeds that deliver on advertising promises", a nod to the current 'up to' broadband speed debate.

The campaign kicks off this week with print ads in national newspapers, including the Times, Metro and the Daily Mirror.

Jeff Dodds, Executive Director of Brand and Marketing at Virgin Media, said the campaign is designed to ensure its current customers are not tempted to switch to other providers.

"We have lots of competitors out there, trying to turn heads with introductory offers that look great on the surface, but just don’t deliver real value," he said.

"We’re taking the opportunity to remind our customers – and maybe those who are thinking of joining us – why Virgin Media adds up to great value. In other words, why they’re right to choose us, stay with us, and recommend us to their friends and family."

The provider was recently rapped by the Advertising Standards authority over its 'Stop the Broadband Con' activity and its 'Speedy Gonzales' ad in which it failed to prominently state which services were being compared.

The Committee of Advertising Practice and the Broadcast Committee of Advertising Practice are currently conducting a review of the use of 'up to' speeds in broadband advertising, with a decision expected in October.

Virgin Media is currently offering £60 cashback to new customers signing up for several of its triple-play broadband packages.

An instant saving of £60 is achievable with a number of broadband packages, including the firm's broadband, TV and phone bundles.

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