Advertising Industry
Industry: Email Alert RSS FeedRCN claims superiority in Lowe's $35 mil effort ; Spots take shot at broadband to push fiber optics.(RCN Corp.)(Brief Article)
Advertising Age, October, 2000 by Elkin, Tobi; MacArthur, Kate
Amid the welter of bundled broadband service offerings from Verizon Communications, AT&T Corp. and the newly monikered Cingular Wireless, RCN Corp. is boldly touting the superiority of its fiber optic network in its latest campaign.
The $35 million effort is from Lowe Lintas & Partners Worldwide, New York -- former agency for RCN rival Ameritech Corp., owned by SBC Communications. The spots carry the tagline "Forget broadband. This is the Megaband fiber optic network from RCN."
Spots playing up the company's bundled telephone, cable and Internet services are being introduced in RCN's markets as the company gains penetration. RCN, a $276 million company, offers the communications package in Boston, Chicago, New York, Pennsylvania's Lehigh Valley,...
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