Listed Australian law firm Slater & Gordon is spending more than £1m on advertising across a range of media including TV, print and digital advertising, in what the firm hopes will be a "major step towards us becoming a household name" in the UK.

It is the first time Slater & Gordon – which has made a string of law firm acquisitions in the UK this year – has advertised on British television, although the brand is well known in its native Australia. The TV campaign will be supported by print advertising and digital activity through search and pay per click.

The ad blitz is part of a push by Andrew Grech (pictured), the firm's managing director, to make it Britain's "pre-eminent consumer law firm".

Kalle Amanatides, UK head of marketing, said: "The main objective is for us to increase awareness of Slater & Gordon as a brand and communicate the message to the consumer that we provide access to quality legal services for everyday people."

The campaign is separate from the advertising undertaken by the firm's personal injury brand, Claims Direct.

The firm used M&C Saatchi to create a series of adverts, starting with one on personal injury which first aired on 17 September. They will air in a mix of peak and off-peak time slots, weighted in favour of peak times, across a range of channels, including ITV, Channel 4 and Sky.

The adverts will focus on three core areas of Slater & Gordon's business: personal injury, employment and divorce. "Our experience has been that any brand building will also lead to direct responses," said Amanatides. "There are a number of players who are active advertisers, so our goal is to stand out from all of them."