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The Cabinet Office has appointed Soup to handle a direct marketing

campaign for UK Online, a project to encourage more people to use the

internet.

Soup, formed earlier this year by the merger of CKBT and RP&F, will

produce a mailing targeting 100,000 non-internet users, particularly

older people.

The information packs will include personalised letters and

questionnaires on internet use, as well as inserts that can be passed on

to friends.

"This campaign is a real challenge because it is largely aimed at people

who have not previously used the web," said COI director of direct

marketing Marc Michaels. "With the right mix of creativity and practical

information, we can help people understand the value of the UK Online

campaign."

Broadsystem will manage the UK Online contact centre.

The government has set up a network of UK Online centres where people

can get tuition on using the internet.

The COI has also appointed CM-E, the interactive division of DM agency

Clark McKay & Walpole, to develop a web site promoting UK Online.

It will be backed by a TV ad campaign through D'Arcy, which picked up

the business three months ago.