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Comcast Taps Armstrong

Cable World, Dec 16, 2002

Byline: STACI D. KRAMER

Comcast Cable is calling on an icon of hard work and endurance to lead the charge as former AT&T Broadband markets are rebranded: four-time Tour de France victor and cancer survivor Lance Armstrong.

"We're going to rebuild within two years, and we're going to improve customer service in several areas so we knew we had to earn our customers' trust, and it's not going to be overnight," says Dave Watson, Comcast Cable EVP of marketing.

"There's no one more uniquely qualified than Lance Armstrong," he adds. "I think it's a nice fit for the situation. Lance stands for integrity, hard work, perseverance, dedication."

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In the timing-is-everything department, Armstrong is in the year-end spotlight as Sports Illustrated's 2002 Sportsman of the Year.

The campaign, Comcast's first effort using a national celebrity, will break in February and roll out market by market as the name changes take place. Comcast is converting Jacksonville and Atlanta this year and plans to finish the rest by March.

Watson wouldn't put a price tag on the campaign, which will rely heavily on cross-channel spots by ad agency Red Tettemer with some support in other media.

Armstrong has a two-year commitment to Comcast Cable for basic advertising. Watson says the MSO's decision to go with Armstrong was aided by the athlete's connection to the Comcast-owned Outdoor Life Network, which holds the rights to the Tour de France.

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Comcast Taps Armstrong

Cable World, Dec 16, 2002

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