Broadband Cable Association of Pennsylvania

Media Campaign

"The Pennsylvania Cable & Telecommunications Association is pleased to announce that, effective immediately, we are now the Broadband Cable Association of Pennsylvania (BCAP), proudly representing cable operators, programmers and equipment suppliers of broadband cable services operating throughout the state. As the advocate and voice of Pennsylvania’s burgeoning broadband cable industry, we look forward to continuing our relationship with you."

That news -- distributed in May 2004 as a formal announcement to legislators, business associates and all Association members -- confirmed the transition from PCTA to BCAP.

In connection with the name change, the Association promoted "broadband cable" through television, radio and outdoor advertising in central Pennsylvania. Recognizing Pennsylvania as the birthplace of cable and ongoing leader of new technology deployment, the BCAP media campaign included the Association's "First in Broadband...The Future of Broadband" tagline.

The campaign was developed to promote broadband cable and its services to -- in its initial phase -- state legislators and policy makers located in Harrisburg. As the summer months unfolded, the BCAP radio and television spots were made available to members for statewide placement with tailored, system-specific tag lines.

The campaign concluded following a two-month blanketing of the Harrisburg market through the radio, television and outdoor advertisements.

The two 60-second radio spots aired more than 400 times on three of the Harrisburg market’s leading adult-format stations. Placements of the spots were particularly heavy during morning drive time, and during political call-in shows between 10:00 am and 6:00 pm. The 30-second television commercial received approximately 400 airings on Comcast/Harrisburg during May and June. Other cable systems in the state, using their individual branding, have also aired the spot.

BCAP's outdoor advertising surrounded the State Capitol Complex -- and greater Harrisburg -- during the two-month period. Several of the sixteen billboards promoted the speed of broadband cable while others illustrated an anti-DBS theme. Two billboards were also placed on the Pennsylvania Turnpike near Harrisburg.

Outdoor Advertising

 
Capitol Area "Just Switched" "No Speeding Tickets"  

Radio Spots

TV Spots

Just Switched

 
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