Cable ISP @Home Network and Motorola Inc. launched a national
advertising campaign aimed at showing how the cable industry is making the
Internet readily available and more applicable to everyday life.
The campaign includes television commercials that will air during popular
shows such as ER, X-Files, and NYPD Blue as well as radio spots on more than
50 top radio stations throughout the country. In addition, full page color
ads will appear in Time magazine, Newsweek, People and Sports Illustrated.
Spending was not disclosed.
The campaign promotes Motorola’s CyberSURFR cable modems with @Home’s
high-speed performance and interactive content.
“We’ve found that once consumers see the @Home service, they buy it–and
when they buy it, they keep it,” said Dean A. Gilbert, senior vice president
and general manager of the Redwood City, CA-based @Home Network. “By
integrating a national campaign into our marketing strategy, we can
communicate the advantages of cable to the masses. Through consistent
messaging and promotions in all of our markets, we hope to increase consumer
awareness and adoption of high-speed Internet products and services.”
In conjunction with the campaign, @Home is conducting a “Sign Up & Surf Sweepstakes.” Sweepstakes
participants become eligible to win an 8 day, 7 night trip for two to Hawaii.
In addition, Arlington Heights, IL-based Motorola is providing 30 sweepstakes
winners a pair of their TalkAbout portable two-way radios.
Since its founding in 1995, @Home Network has reached affiliate agreements
with 21 cable companies-worldwide, including AT&T Broadband and Internet
Services, Cablevision Systems Corp., Century Communications, Comcast and Cox
Communications, among others.
