Altice USA thinks local with new branding and marketing campaign

Optimum, a brand of Altice USA (NYSE: ATUS), today reveals its new brand platform and marketing campaign, which centers on the company's ability to bring customers and communities the reach and connectivity resources of a large national provider with the localized care and support of a small business.

The creative platform, "Where local is big time," highlights Optimum's hyperlocal focus matched with its big-tech capabilities, exemplifying the company's commitment to delivering advanced connectivity solutions powered by a world-class network with a focus on meeting the unique needs of its local customers and communities.

The multichannel media campaign, which targets residential consumers and businesses in communities across all of Optimum's service areas, will begin rolling out today across TV, video, social media, radio and streaming audio, out of home advertising, digital display and more, and features a refreshed visual identity that reflects the energy and modernity that Optimum carries throughout its operations. The two hero ad spots – "Wrong Class" and "Investigation" – highlight the role Optimum plays in ensuring that people and businesses stay connected to what they need most, from teachers to law enforcement and everyone in between. Every activation is anchored in reaching customers where they are – in the communities where they live and work – and will be seen in markets across Optimum's 21-state footprint.

Optimum's brand commitment follows 18 months of investments and strategic decisions to strengthen the customer experience and heighten the company's local presence. Key updates include:

Introduction of a new regional operations model with local senior leadership teams embedded directly in the company's regions to meet the unique needs of local communities.

Enhanced customer communications tools and channels, providing more customer care touchpoints and increased digital self-service support options resulting in improved customer satisfaction scores.

Across Optimum's five regions, new local leadership is in place and will play a major role in driving forth the vision for how the new brand comes to life locally:

Optimum tapped its agency of record Publicis O1 to partner on the brand strategy, creative development, media planning and buying, media relations and production behind this new platform launch. O1 was created earlier this year as a dedicated team specifically for Optimum and is powered by a collective of Publicis Groupe agencies, including Saatchi & Saatchi, Connect at Publicis Media, MSL and PXP.

Read the full press release here.

Altice USA/Optimum