The Cable & Telecommunications Association for Marketing is unveiling its first national marketing and advertising campaign, "OnlyCableCan," designed to tout high-speed-data, HDTV and movies-on-demand services on cable’s broadband platform.
The multimillion-dollar campaign breaks Monday, with TV spots on one-dozen national cable networks.
MSOs also plan to run the spots, which include an 800 number and an attendant Web site (www.onlycablecan.com) to direct consumers toward more information on local cross-channel inventory.
"The priority has been driven by our need as an industry to communicate our unique advantages," said Brian E. Kelly, senior vice president of marketing for Time Warner Cable and co-chair of the CTAM MSO Marketers Council, made up of the top 10 MSOs.
Kelly spearheaded the effort along with Andy Addis, senior VP of marketing and new products at Comcast Cable Communications Inc., and Joe Rooney, senior VP of marketing at Cox Communications Inc.
The TV spots were created by Philadelphia-based Red Tettemer, which has produced ad campaigns for Comcast, Time Warner, Cablevision Systems Corp. and Insight Communications Co Inc.
For more on OnlyCableCan, please see Matt Stump’s story on page one of Monday’s issue of Multichannel News.