Charter Communications' western region named Tequila, Los Angeles, to handle a brand-based subscriber acquisition effort.
The campaign aims to boost household subscriptions and bolster retention rates. It will stress the virtues of Charter's cable-based broadband service over satellite-based competitors.
“The mandate obviously is to acquire customers and to stem the tide of defection to satellite, and to fundamentally change how people feel about Charter as a brand and cable as their service,” said Kristi VandenBosch, president of Tequila.
Media include mail, outdoor, newspaper ads, bus shelter posters, door hangers, freestanding inserts and shared mail. Humor will be used to balance branding with direct response efforts.
Based in St. Louis, Charter is the nation's No. 3 broadband communications company, with 6.7 million customers in 40 states. Microsoft Corp. co-founder Paul Allen started the company.
