COMCAST SHOWS NEW CAMPAIGN SPOT TO INVESTORS

Cable Carrier Tells Media Week Conference It Will Win Back Subscribers

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NEW YORK (AdAge.com) -- During a sober presentation at the UBS Warburg Media Week Conference today, cable carrier Comcast announced it will unveil a new corporate identity campaign early next year featuring three-time Tour de France winner Lance Armstrong.

The campaign will carry the slogan "We're ready to work," and will counsel patience among consumers while the media giant goes through a yearlong process of merging with AT&T Broadband.

Rough cut shown
"AT&T is now Comcast," a voice-over says in a rough cut of one of the spots unveiled at the conference. The spots were created by Red Tettemer, Philadephia. The campaign is a cross-channel promotion, a Comcast spokeswoman said, that will introduce the "new Comcast brand." 

Spots will appear first only on Comcast networks. Last year, Comcast announced that the merged company's new name would be AT&T Comcast Corp., but now the company is going to drop AT&T, "to avoid confusion," the spokeswoman said.

Rebuilding cable lines
Comcast is in the midst of a transition phase in which all of its cable lines are being rebuilt to accommodate the new AT&T service. John R. Alchin, Comcast's executive vice president and treasurer, admitted that AT&T lost a significant number of subscribers following news that the broadband service agreed to merge with Comcast late last year, and he vowed to investors that one of the company's first priorities is to rebuild that subscriber base.

The company's stock price was hammered this year, and Mr. Alchin spent much of the time during his presentation bracing investors for the estimated $4.5 billion in costs for merging the two companies in 2003 to early 2004.

'We will get this done'
"We know what it is like to rebuild in a tough market," Mr. Alchin said. "We will get this done, in this time frame."

Following the presentation, many attendees voiced pessimism about investing in Comcast.

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