NorthPoint Promotes “Broadband Lifestyle” in New Campaign

Broadband Internet access isn’t just a service; it’s a lifestyle, according
to the new advertising campaign launched Tuesday by NorthPoint Communications with the
help of Grey Advertising (GREY).


The campaign, aimed at increasing usership of NorthPoint’s DSL service,
will consist of print, radio, outdoor, online and direct marketing
executions, in addition to a redesigned NorthPoint (NPNT) Web site which will allow people to order DSL
directly online.


The campaign will show people engaged in Internet activity that’s difficult
with conventional dial-up service, like downloading multi-media files,
watching streaming video, and participating in video conferencing.


The ads, aimed at reaching both the consumer and the business audience,
launch Tuesday in major business and consumer publications. Spending wasn’t
disclosed.


“We think that this new campaign firmly positions NorthPoint as the leading
nationwide broadband provider and delivers an important message to
consumers and businesses looking for more than just high- speed Internet
access,” said Kieran Hannon, co-managing director of Grey/SF.

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