Comcast Corporation is the nation's
leading provider of cable, entertainment and communications products
and services. Comcast leads the cable industry in offering quality multicultural
programming for Asian, European and Hispanic markets. The company offers
the most reliable, diverse and widely distributed programming anywhere
in the nation and is known for providing its customers a complete television
Channel NTV America is one of the most popular Russian
channels available to the community through cable programming. It offers
popular entertainment, news and sports programs oriented towards the
Russian American population. Comcast offers NTV America as part of Russian
programming package. Other channels available to the community include
C1RW, RTVI, TVCI, Vremya, Dom Kino, Muzika Pervogo and some local programs.
Philadelphia, Pennsylvania (Comcast Headquarters) constitutes
one of the largest and most diverse multicultural markets in the nation.
Comprising its European and Asian American population is a large segment
of Russian speaking residents that come from Russia and parts of Eastern
Europe. The campaign targeted the large and growing Russian-speaking
community of Philadelphia seeking quality in-language television programming.
Comcast offered one Russian language channel in the
Philadelphia region whereas dish-satellite companies were offering a
combination of in-language channels, though not so popular ones. Comcast
had an edge over competition as its Russian language programming was
being offered along with interactive digital cable features like HDTV,
ON DEMAND and DVR. The community needed to be informed about this complete
Ameredia created an integrated in-language advertising
campaign using print, online, radio and outdoor media along with targeted
direct marketing and promotional collateral. Creative were tied to the
theme of offering "the best Russian language programming with the
best in digital cable features" from Comcast. Campaign launched
around New Year and offered holiday savings and incentives to new and
Print advertisements were released across local Russian language media,
creatively designed gate-fold direct mailers were sent to current and
prospective Russian cable subscribers followed by direct mail postcards
mailing to the same group, radio ads were released across popular Russian
radio stations and outdoor in-language billboards, bus-signs and posters
were strategically placed in major Russian populated community areas.
The integrated advertising and marketing campaign also included banner
ads placements and newsletter mailings on Russian sites, co-marketing
with strategic partners and the creation of the first
ever Comcast Russian microsite: comcast.com/Russian, showing
Comcast's commitment to the Russian community. Subscribers were provided
incentives through discount coupons at grocery stores and free subscription
services from Comcast.
The Russian community responded extremely well to the
offer-centric advertising campaign. The launch of the first Russian
microsite - comcast.com/russian, the placements of the first ever in-language
billboards in community areas and bus-posters in public transportation,
among others - all contributed to the community developing a strong
connection with Comcast's products and services and subscribing to its
programming. Comcast registered a significant increase in its new and
referral customer base.
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