Denver -- MediaOne has started using cross-channel
advertising to promote its digital-telephone services in two markets -- suburban Los
Angeles and Boston -- the company announced.
The MSO said its 30-second television commercial will also
run soon in other markets where MediaOne offers digital-phone services, such as Atlanta
and Jacksonville and Pompano, Fla.
In the past, cable companies have shied away from using
mass-marketing techniques to promote their new technology rollouts -- including digital
video, telephony and cable modems -- because the newer services were initially available
only in isolated areas within any given market.
MediaOne said it will also continue to use
targeted-marketing tactics -- such as direct mail, billstuffers, door-hangers,
telemarketing and direct sales -- to promote digital telephony.
The company will also add the new commercial to local
cross-channel insertion schedules as it launches digital-telephone services in new
The new digital-telephony ads will help MediaOne to expand
the brand identity that it has sought to create through ads for its cable-television
The company plans to use the same actor, personality and
tone in the new ads that it has used in earlier ads. All of them are designed to highlight
MediaOne's broadband network under the slogan, "This is broadband. This is the
way." The ads will also preview other services that the company may add in the
"Our branding campaign successfully branded MediaOne
as a provider of information, communications and entertainment services, while also
preparing our customers to anticipate future broadband services," said Nancy McGee,
vice president of marketing for MediaOne Digital Telephone Services, in a press release.
"We wanted to capitalize on that positive brand
recognition when introducing our digital-telephone services to show how MediaOne is
delivering on the broadband promise," McGee added.
The new digital-telephony ads promote the idea of consumer
choice for telephony services. In many of its markets, MediaOne offers the first
competitive local telephone service to challenge the incumbent.
MediaOne's digital-telephony services are provided
over hybrid fiber-coaxial cable. The MSO also offers high-speed Internet access in most
markets where it promotes digital telephony.