Verizon has launched a new multimedia marketing campaign aimed at attracting “trend-setting, young professionals” in the New York, Philadelphia, Dallas/Fort Worth and Los Angeles metropolitan areas to the company’s FiOS voice, high-speed internet and TV services. The company will seek to attract people in the 25-39 age group who live in multidwelling units, and who studies have found spend as much as 14 hours online per week. Verizon FiOS services are already available to more than 2 million multifamily units in parts of 12 states, and Washington DC. This year, the company will open about half of its FiOS lines in apartments and condos. Verizon will offer FiOS internet with speeds up to 50/20 mbps, and FiOS TV.
Verizon piloted a hyperlocal marketing campaign in the Washington DC metropolitan area last year, aimed at the Generation X and Y crowd. Many of the hyperlocal campaign elements used during the pilot, including immersive digital advertising combined with social media engagement, plus a concentrated presence of out-of-home advertising and local events with prospective customers, will be repeatedon display in metro New York, Philadelphia, Dallas/Fort Worth and Los Angeles where Verizon will seek to reach young professionals in places where they spend much of their time – gyms, restaurants, bars, movie theatres, malls and transit centers.
The New York campaign will include parts of Manhattan, Queens, Brooklyn and the Bronx, Long Island, the northern suburbs in Westchester and Rockland, and northern New Jersey communities. The Philadelphia region campaign will include the northwestern suburbs chiefly located in Chester and Montgomery counties. In North Texas, emphasis will be on the northern suburbs of Dallas and Forth Worth, including communities such as Plano, Irving, Lewisville and Grapevine in parts of Tarrant, Denton, Dallas and Collin counties. The Southern California focus will include beach communities stretching north of Malibu and south to Huntington Beach; parts of inland Ventura County, including Thousand Oaks; and parts of Los Angeles and Orange counties including Long Beach. The Washington metro campaign will continue and includes a large swath of Arlington, Fairfax and Loudoun counties in Northern Virginia, and Montgomery County in Maryland.