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March 30, 2009
CableFAXIES Awards—Multicultural Marketing: Time Warner Cable Los Angeles Region for Time Warner Cable L.A. Hispanic Video Package Launch
Time Warner Cable faces fierce competition in Los Angeles’ Hispanic video market, but it came out swinging last spring when it launched a first-of-its-kind package — El Paquetazo (translation: Package of all Packages) — that combines 40 English- and 20 new Spanish-language channels for $37.95. This campaign was as much about technology as it was about tactics. The first task was to address engineering, integration and bandwidth issues within its newly combined Comcast and Adelphia systems. Time Warner Cable then enlisted its executives, a new local Hispanic agency and other external personnel to form a task force to create programming and subsequent marketing plans. The MSO came on full force with a multi-tiered campaign that included TV, radio, print, online, tele-messages, direct mail, free-standing inserts, door hangers and billboards. Among the campaign’s myriad successes, the best might just be that Time Warner Cable envisions duplicating results in other markets following the same blueprint.
By the Numbers:
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Time Warner Cable executed marketing tactics that increased call volume for Hispanic offerings by 23%.
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The MSO trained 3,000 front-line employees to sell El Paquetazo.
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The operator increased direct sales by 35% in two months after the Paquetazo launch.
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Honorable Mentions:
CNN for CNN Presents: Black in America: Bold copy points including the line "The myths. The facts. The stereotypes." were juxtaposed with a variety of images of African-Americans in both traditional and non-traditional messaging to attract as broad an audience as possible within the black community. Aside from more traditional marketing in print, on-air and online, CNN reached out to key leaders in the faith community to help spread the word and also engaged college students with a campus tour through Historically Black Colleges & Universities. The results? During its two-night run, the special averaged 2.3 million viewers.
TuTV for Noches Clasicas De Pelicula: To spread the word about the launch of TuTV’s classic movie network De Pelicula in Los Angeles, the network hosted a classic movie screening event at the Orpheum Theater in the heart of the Latino business district. Grassroots efforts included disseminating door hangers, distributing posters and producing spots for local radio and television generated 1,500 responses and 700 attendees for the screening of Los Paquetes de Paquita. The event was covered by more than 45 media outlets. In addition, TuTV secured barter agreements that accounted for more than half of the event’s promotional activity, resulting in significant savings.
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