'Big Picture' Does Boffo Box Office.
Multichannel News, October, 1999 by HAUGSTED, LINDA
Time Warner Cable customers in Southern California recently got "The Big Picture" -- and responded with the cable equivalent of big box office. The Big Picture is the branding campaign Time Warner ran in the region this quarter, which emphasized the global nature and reach of its parent company, Time Warner Inc.
Local executives reported that the response rate was 67 percent better than the average from previous branding campaigns. While Time Warner will not release actual sales numbers, executives said they were very pleased with the response to the campaign. Also, they believe the consumer benefits included in the campaign will have a demonstrable effect on the systems' annual customer-satisfaction surveys, which are now under way. More...
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