Comcast Rebranding Effort Begins - Multichannel

Comcast Rebranding Effort Begins

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Kicked off by a multimillion-dollar ad campaign featuring Tour de France
winner Lance Armstrong, Comcast Corp. Friday will begin putting its own name on
the systems it recently acquired from AT&T Corp.

The official conversion of the former AT&T Broadband systems, with 13
million subscribers, to Comcast's moniker will start in the merged MSO's Western
division, according to spokeswoman Jenni Moyer. That division includes the
former AT&T Broadband clusters in Los Angeles, San Francisco and Sacramento,
Calif.

The rebranding is expected to conclude in all former AT&T Broadband
systems by March.

Comcast closed its deal to buy AT&T Broadband last November.

Subscribers in former AT&T Broadband markets will start hearing
customer-service greetings and get print materials using the Comcast name, and
the Comcast moniker will be placed on former AT&T Broadband trucks and
buildings.

To promote the name change, Comcast will debut a multimedia ad campaign
featuring Armstrong in the ex-AT&T Broadband markets. The cycling champion
appears in three 30-second commercials and one 60-second spot.

The ad campaign will include cross-channel spots, newspapers, broadcast ads
and billboards, according to Moyer. The creative cost $750,000, with another $3
million to $4 million spent on media, excluding the value of the cross-channel
plays.

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