TWC, Madison Square Garden kick off broad-ranging cable marketing campaign
Michelle Clancy | 14-11-2012
Time Warner Cable (TWC) has taken the naming rights for the concert series at Madison Square Garden as part of a wide-ranging new marketing deal with the New York City venue to promote its TV and Internet subscriptions in the town, where it faces steep competition with Cablevision and Verizon.
The Garden has a diverse line-up of top-name artists scheduled to perform this autumn as part of the Time Warner Cable Concert Series, including Madonna, Justin Bieber, One Direction, The Who and Jason Mraz. Also, Madison Square Garden has agreed to promote TWC’s Enjoy Better brand campaign within its promotion for concerts and sporting events taking place there. And TWC is now an official partner for the New York Knicks basketball team and the New York Rangers hockey team.
“We are very excited to align our Enjoy Better campaign and company brand with the world’s most famous arena here in the heart of our hometown of New York City,” said Jeffrey Hirsch, chief marketing officer for Time Warner Cable. “Like our customers, we are huge music fans and long-time supporters of the Knicks and Rangers and are proud to invest in New York City by sponsoring these storied brands. Through our partnership, we can offer the thrill and unique experiences of the transformed Garden and showcase our advanced services for NYC-area consumers.”
The partnership gives TWC a brand presence across MSG’s sports, entertainment and media platforms, including the Arena’s 7th Avenue and 8th Avenue outdoor marquees, digital signage within the building for events, features on GardenVision (the centre-hung scoreboard), as well as integration across MSG’s online properties.
As an extension of its Enjoy Better brand campaign, during every Knicks and Rangers home game one lucky fan will win an Enjoy Better enhancement like a seat upgrade or merchandise, courtesy of TWC. In addition, TWC will be the presenting partner of one Knicks game and one Rangers game per season, and will distribute premium items to fans. TWC plans to also run sweepstakes for customers to win tickets and unique experiences to concerts that are part of the Time Warner Cable Concert Series.
TWC will take advantage of an area on the Madison Concourse (6th floor) of The Garden to engage visitors with interactive displays and games with the company’s “brand ambassadors”. Through demonstrations, consumers can engage, sample and experience TWC’s broadband Internet-enabled products and services and other advanced entertainment and telecom services.