On the heels of its announcement that the @Home service has crossed the
100,000 customer mark, @Home Network, a provider of high-speed
Internet services via cable,
launched a multi-faceted marketing campaign to further build the brand.
Said Dean Gilbert, senior vice president and general manager of @Home Network:
“We’re out to capture market share and expand the @Home footprint with a
series of “in your face” marketing programs that will educate consumers and
make the choice clear that cable is the best option for consumers when it
comes to broadband Internet services.”
The campaign will include co-branded direct mail, outdoor and print
advertising and television. Spending was not disclosed. Curiously, Web
spending was not mentioned.
The campaign also includes a traveling road show that is scheduled to stop in
12 U.S. markets. Co-sponsored by Cisco Systems, more than 300,000 people are
expected to see the tour in high-traffic shopping malls and will get the
chance to experience the @Home service as well as the products and services of the tour sponsors.
Also, Redwood City, CA-based @Home said it selected Computer City to
merchandise, install and support the @Home service through targeted retail
locations in North America. In areas where the @Home service is available,
customers will be able to go to selected Computer City stores to see a
demonstration, become a subscriber and arrange for an installation.
