• by Fern Siegel , February 28, 2022

Spectrum Reach has debuted a new B2B branding campaign, “Delivering Connections: The Game Show.”

The 30-second spots are airing in 88 markets across Spectrum Reach’s footprint, including in Los Angeles, New York, Dallas, Orlando, Charlotte, Cleveland, San Antonio, Tampa and St. Louis.

The work includes digital, social media and print ads, which target small and medium-sized businesses. The campaign is designed to reinforce Spectrum Reach with the tagline: “One advertising partner and done.”

Spots include auto, retail and home improvement. 

“Delivering Connections,” including casting, set build and post-production of the TV spots, was created and produced by Kernel, Spectrum Reach’s in-house creative agency.

“The campaign utilizes a familiar game show structure to demonstrate how Spectrum Reach can help businesses easily navigate an increasingly complicated media landscape. The spots showcase our multiscreen offering and positions Spectrum Reach as the one-stop-shop advertising partner who can help small and medium businesses reach anyone, anywhere, across every screen,” Michael Guth, SVP, marketing, Spectrum Reach, told Agency Daily.

The campaign is a throwback to a dating-game show format. It features a business owner contestant choosing between three different consumers to target, based on their viewing behaviors. The contestant learns that with Spectrum Reach, he can reach everyone — no matter how or where they consume content.

Spectrum Reach is the ad sales-production services unit of Charter Communications.

As of Dec. 31, 2021, Charter served a total of 32.1 million residential and SMB customers, with 939,000 net new customer relationships added in 2021. For the year ended Dec. 31, 2021, revenue of $51.7 billion grew by 7.5% YoY. Full-year 2021 adjusted EBITDA totaled $20.6 billion, 11.4% higher than in 2020.