Layer3 TV has tapped Boulder-based creative agency TDA_Boulder as the Denver-based “next generation” cable operator inches closer to a launch that’s expected to happen later this year.
TDA_Boulder will work with Layer3 TV’s internal marketing and design team in the areas of campaign strategy, planning and “creative execution,” noting that the Boulder-based firm helped define Layer3 TV as “The New Cable.”
Marketing campaigns aside, one way Layer3 TV appears to be trying to set itself apart is with its color palette choices for consumer devices – for example, a Layer3 TV-branded device made by Pace that recently made its way thought the FCC is pink and orange.
TDA_Boulder’s client list includes FirstBank, Noodles & Company, L.L. Bean, French’s, and Chipotle. While pay TV hasn't been its speciality, TDA_Boulder does have plenty of experience with startups.
“After conducting a national search for a creative design and marketing agency, we were thrilled to land on an agency in our back yard,” Layer3 TV’s head of marketing Eric Kuhn, said in a statement. “What makes our relationship with TDA unique, is the ability of the teams to collaborate as a single unit. We think this new approach will be a model for other companies to follow, as the productivity and quality are second to none.”
“The goal of advertising is to break through the clutter,” added TDA_Boulder CEO and founder Thomas Dooley. “The cable industry has more products and challenges than ever, which creates an enormous frustration for consumers. Now, trust and likability are paramount and we are excited to take Layer3 TV’s ambitious vision to market.”
Layer3 TV has raised about $80 million via two rounds of funding, and recently changed its logo (see above), but still hasn’t revealed its full service strategy. But a recent FCC filing by the company hints that Layer3 TV will operate as a virtual MVPD, telling the FCC (subscription required) that it’s possible to build a platform that looks and acts like a traditional multichannel video programming distributor from a Commission-requirements standpoint, but can still be innovative and compete head on with legacy pay TV service providers.