In an effort to win customers in smaller metropolitan areas and in rural
communities, ISP OneMain.com on Monday
launched an advertising campaign portraying the company as “your hometown
Internet.”
The television and transit ads will first appear in markets in California,
then eventually be rolled out across OneMain.com’s service area.
Much of OneMain.com’s customer base consists of subscribers it acquired
when it bought regional ISPs, and it is slowly converting those
acquisitions to the OneMain.com brand name. In addition to trying to
acquire new customers, this advertising campaign is part of the company’s
effort to hang on to existing customers through that transition.
The campaign, which features actor Hal Holbrook as a company spokesperson,
was created and produced by Arnold Communications’ McLean, Virginia office.
The television ads position the company as a hometown brand, and feature
customers and their experiences with the Internet.
“Our national advertising campaign reinforces OneMain.com’s mission to be
‘your hometown Internet’,” said Scott Hoyt, OneMain.com (ONEM) chief marketing officer.
“OneMain is doing something that many other dot-com companies have failed
to do – recognize and serve small town America. Our marketing strategy
targets small, rural and medium-size markets, which have been largely
ignored by other national providers and Internet companies. We feel there
is tremendous upside potential to reach customers in under-served markets
who are seeking a unique online experience.”
The first of the 30- and 60-second television ads will appear in eight
smaller metropolitan areas across California, including Monterey, Reno,
Santa Barbara, Bakersfield, Chico, Fresno, Sacramento, and Yuma.
The transit ads will appear on local delivery trucks in the markets.
