ATLANTA, Feb. 17, 2011 /PRNewswire/ — Cox Communications launched a bold new brand campaign this month featuring Hoover Dam, Golden Gate Bridge, Muir Woods and acclaimed actor Sam Neill. The comprehensive campaign, titled “Landmarks,” uses iconic locations to depict the flexibility, strength and reliability of Cox Business, the company’s $1 billion division that provides telecommunications services for business customers.
The first of three TV ads began airing in Cox markets nationwide this month and includes sweeping images of Hoover Dam with spokesperson Sam Neill narrating from the top of the structure. All three spots were directed by Jesse Dylan, son of legendary singer/songwriter Bob Dylan, and are available on Cox’s YouTube channel. The additional ads will air in Cox markets in April and June and the campaign also includes print and online assets.
“In this campaign, we are bringing together a compelling spokesperson who embodies the intelligence, confidence and trustworthiness of our brand with stunning backdrops that communicate our key attributes in a memorable way,” said Joe Rooney, senior vice president of brand marketing, advertising and social media, Cox Communications.
The ads promote Cox Business’ capabilities as a partner who not only understands the goals of large companies, but also provides the strength, flexibility and support they need to achieve them.
Cox became the first cable operator to serve business customers in 1993 and formally established the Cox Business organization in 2000. Since that time, it has grown from $100 million in commercial services revenue to more than $1 billion in 2010. Cox Business provides voice, data and video services for more than 260,000 small and regional businesses, including healthcare providers, K-12 and higher education, financial institutions and federal, state and local government organizations.
“As Cox Business moves toward a multibillion dollar organization, the breadth and depth of our customer relationships must expand incrementally,” said Murray Goldstein, director of marketing, Cox Business. “More than anything else we’ve done in the past, this campaign positions Cox as a national player in the business market, in the same class as other iconic B2B brands.”
According to Vertical Systems Group, Cox Business is the fourth largest provider of business Ethernet services in the U.S. based on customer ports and the company ranked highest among small/midsize business data service providers in J.D. Power and Associates 2010 U.S. Major Provider Business Telecommunications Study(SM). Cox is currently the seventh largest voice service provider in the U.S. and supports more than 800,000 business phone lines.