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Cable Technology Feature Article

September 07, 2012

Cablevision Launches First Ever Consumer-Focused Branding Campaign with New Optimum Logo

By Shankar Pandiath, TMCnet Contributor

Cablevision Systems (News - Alert) Corporation (News-Alert), one of the leading media and telecommunications companies in New York City, recently launched their company’s first ever branding campaign in almost 10 years, with their new Optimum (News - Alert) logo. The media campaign is consumer-focused, facilitating meaningful connections as offered by CVC’s optimum technology products.

Cablevision Systems Corporation (CVC) delivers cable, voice offerings, and Internet services throughout the city under the brand name Optimum. The company also owns and operates cable systems, serving homes in four Western States.

The senior executive vice-president of Product Management and Marketing, Cablevision Systems Corporation, Kristin Dolan said that Cablevision, at its core, is a customer-focused company that provides essential services connecting each of their more than three million customers with their world. The customer-focused branding campaign and the new Optimum logo, reflect the company’s commitment toward transparency, honesty, and quality of services that they provide, and most importantly, how CVC connects to their customers.

The first flight of television campaign will be running in New York metropolitan area today, and will continue for weeks to come. The second series of television advertising will follow soon, intensifying the campaign later this year. The new design program and logo will be represented across all Optimum customer-targeted executions and platforms, including employee uniform, filed service trucks, direct customer communication, web properties and in all marketing efforts by CVC.

As reported by CVC officials, the logo is an integral part of a new redesign of the brand, reflecting simple and appealing design, rather than cluttered by superfluous visual elements. Produced by COLLINS, a New York based design firm run by Brian Collins, in association with CVC’s internal marketing and product groups, the company is quite confident about the impact that this logo will have in the minds of their customers.

Kristin Dolan further added that they could not be more pleased or proud to be taking its marketing in this new direction, underscoring their leadership position in the markets they serve as the provider of the best TV, phone and Internet available anywhere, at any price.

The television ad created by Cablevision’s new branding agency, Mother NY, incorporates 30 and 60-second “anthem” and a series of 30-second spots primarily targeting the consumers who are dealing with personal and incremental challenges of their lives, without having to worry about uninterrupted phone, cable, and internet service provided by Cablevision.  Andrew Deitchman, the partner/ co-founder of Mother NY, said that they were excited to help more people appreciate Optimum's potency and for them to connect to the brand.

In a scenario where people hardly think about their phone, Internet or cable TV, and want them only for work or entertainment, the first Optimum campaign has been made to be straight forward, simple and seamless as possible. Cablevision expressed their gratification for Brian Collins and Mother NY, stating that to work with Brian Collins on the new Optimum logo, or a firm like Mother, on communicating with the marketplace in a new way has been extremely gratifying, and that they were excited to put their new design program and creative in front of both existing and prospective customers.    

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2012, taking place Oct. 2-5, in Austin, TX.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Brooke Neuman

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