UK broadband provider O2 has announced that its new national marketing campaign will focus on keeping people connected.

The firm unveiled the new £5 million strategy to attract users to its broadband and phone services yesterday.

New adverts from the company will see a move away from its famous "see what you can do" strapline, which was introduced in May 2006.

From now on, all branding for O2 will include the new tagline: "we're better, connected", with Sean Bean supplying the voice for audio advertisements.

Sally Cowdry, marketing director of O2 UK, said: "Our focus is now on empowering [customers] and enabling them to better connect to people and things that matter."

The company states that the new marketing strategy marks an important milestone in its development over the past six years.

O2 also announced last month that it will offer broadband and mobile customers a new music download service to be delivered in partnership with Napster.