NEW YORK TiVo this week breaks a $15 million national ad campaign as part of the digital video recorder company's effort to more than double its subscribers to almost 3 million by the end of January 2005.
The effort, via Grant, Scott & Hurley in San Francisco, includes print in newspapers and magazines across the country as well as regional radio spots. The effort touts the Alviso, Calif.-based company's $100 rebate offer for its own branded DVRs as well as several other devices that use TiVo's technology.
The effort, which runs through December, will appear in magazines such as Architectural Digest, Bon Appetit, Conde Nast Traveler, Entertainment Weekly, Esquire, Golf Digest, Men's Health, Newsweek, The New Yorker, People, Rolling Stone and elsewhere.
TiVo is also expanding retail distribution to stores across the country. In the coming weeks, TiVo DVRs will be available nationwide from Sam's Club, CompUSA, Target.com, Fry's Electronics, Costco in key markets and Costco.com. These retailers join current TiVo partners such as Amazon.com, Best Buy, Circuit City, Dell.com and Good Guys.
"The TiVo target is the opposite of couch potatoes; they are very active in their lives and passionate about their interests, be it work, parenting, cooking, sports, or travel," Susan Cashen, TiVo vice president of marketing, said in a statement. "Our media placement introduces the story of the TiVo service in outlets that focus on their particular interests, while our creative communicates the relevance of the TiVo service in context to their passions."
—Brandweek staff report