ALEXANDRIA, VA: The Cable & Telecommunications Association for Marketing's (CTAM) On Demand Consortium has selected CKPR to handle a mid-six-figure assignment to raise consumer awareness of on-demand cable offerings. The consortium includes major cable operators, programmers, and technology companies involved in the cable business.
CKPR was among a dozen agencies responding to an RFP from the consortium in August. The search narrowed to six agencies, and then to CKPR and Weber Shandwick before CKPR won the assignment. It will handle the account from its Chicago and New York offices, said Joel Curran, an SVP and MD in Chicago.
The campaign will target three groups: consumers who have digital cable but aren't aware of the on-demand services available to them; cable subscribers who haven't upgraded to digital cable; and satellite-TV subscribers.
"The need for awareness is now. Our job will be to help build that awareness," said Curran.
Elements in the campaign will include media outreach to lifestyle publications as well as media relations work with major media in markets across the country; event marketing; and help with a new website where consumers can find out about on-demand services available in their areas. The agency will also work to coordinate and piggyback on efforts already being executed in local markets to promote on-demand services, Curran said.
"CTAM and the On Demand Consortium believe that a strategic communications program is key to helping consumers achieve a better understanding and appreciation of cable's options," said Anne Cowan, CTAM VP of communications.