ABP&P Repositions Primestar

Primestar Partners, the nation’s No. 2 digital broadcast satellite TV player, will break a $50 million campaign during the Super Bowl broadcast that repositions the brand to emphasize quality of service.
Three TV spots from Adler Boschetto Peebles & Partners, New York, tout the top customer satisfaction rating the service received from J.D Power Associates last November in a ranking of all cable and satellite providers.
A 30-second Super Bowl spot depicts a woman’s dilemma in sorting out seemingly identical satellite options in a store before settling on Primestar. The campaign introduces a new tagline: “Primestar. It’s that good.” The J.D. Power crest appears in all three TV spots and three print executions.
A second spot airing during February’s Winter Olympics programming will announce a 30-day “risk-free guarantee” offer. Also that month, a 60-second direct response spot will break nationally on cable TV.
Primestar’s previous positioning promoted the value of the service with the theme, “About a dollar a day.”
“The new tagline frames the positioning of customer satisfaction, and that you’ll get more than you ever expected with Primestar,” said Mark Dunn, director of national advertising and promotions for the Bala Cynwyd, Pa., firm.
“Strategically, what we want to do is not only provide [consumers] with the intellectual reasons why they want to get this, but the emotional reasons,” said Laurence Boschetto, executive vice president, director of account services and strategic planning at the agency.
Print ads highlighting the new positioning break during the first week of February with the headline: “How good can satellite television get? This good.”
Pending approval by federal regulators, Primestar is prepared to mount another campaign in second-quarter 1998 or later to launch a separate satellite service that could have as many as 225 channels.
Primestar is hoping the campaign will expand its core subscriber base–adults based in rural areas with average annual incomes of $40,000–and appeal to suburban and urban householders. The company spent $25 million on ads between January and May 1997, according to Competitive Media Reporting.