Once a government department managing telephone lines and directory queries, Telstra is rebranding itself as a global company at the core of every future technological advancement.

A new advertising campaign launched on Sunday night came with the tag line "Thrive On" and depicts Telstra shedding the image of the company that sells you a monthly telephone account. Instead it wants to be associated with the magic of experiences, which technology can and will provide.

The telco, which has struggled with popularity in the past because of poor customer service and more recently network faults, wants to become "Australia's most loved brand by emotionally engaging with people", according to group managing director of media and marketing at Telstra, Joe Pollard.

"Telstra is evolving from a telco to a techco ... Our brand needs to reflect this and demonstrate there are better ways for everyone to thrive in this connected world," she wrote in blog post released on Monday morning.