Ameredia Integrated Multicultural Marketing

Client: 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. Among its multicultural channel line-up, Comcast offers the popular Russian Channel NTV America in the Philadelphia region.

Markets: Philadelphia, Pennsylvania (Comcast Headquarters) constitutes one of the largest multicultural markets in the nation. Comprising its European/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 “Russian speaking” community of Philadelphia.

Campaign: Ameredia created an integrated in-language advertising campaign using print, online, radio and outdoor media along with targeted direct marketing 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 current subscribers.

Outcome: 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.

"We were impressed with your level of commitment to Comcast, knowledge of the
multicultural market, and great-looking creative."

CRM,
Marketing Strategy, Comcast Cable

Case Study | Comcast | Integrated Advertising Campaign