Digicel rebrands in El Salvador following €40m investment

The telecommunications company recently completed a €40m effort to upgrade and expand its network in the Central American country. El Salvador is a key focus for Digicel this year, group marketing director Peter Lloyd said.

The investment means Digicel now offers the best and fastest 4G connectivity to El Salvador customers, he added.

The brand redesign is being rolled out across all of the company's El Salvadorian assets, from in-store designs to billboards and other advertising. A new slogan has been coined for the launch: "Be the future."

A range of new products and services are being launched, including a flat rate of $0.12 cents per minute for prepaid customers to call any network, and free access to Facebook.

"The new brand identity is deliberately provocative using social taboos to encourage customers to challenge themselves and their thinking about the world around them," said Lloyd.

"It clearly positions Digicel as a company that is not afraid to go against the norm for the good of its customers and the market in general."

Digicel has spent more than $1bn on capital expenditure in the last 18 months to two years, the company's chairman Denis O'Brien said in an interview with Bloomberg Television earlier this month. He is also a shareholder in INM, which publishes the Sunday Independent.

The businessman said Digicel plans to keep investing heavily, including through acquiring other businesses.