NorthPoint Promotes "Broadband Lifestyle" in New Campaign

Broadband Internet access isn’t just a service; it’s a lifestyle, according to the new advertising campaign launched Tuesday by NorthPoint Communications with the help of Grey Advertising (GREY).

The campaign, aimed at increasing usership of NorthPoint’s DSL service, will consist of print, radio, outdoor, online and direct marketing executions, in addition to a redesigned NorthPoint (NPNT) Web site which will allow people to order DSL directly online.

The campaign will show people engaged in Internet activity that’s difficult with conventional dial-up service, like downloading multi-media files, watching streaming video, and participating in video conferencing.

The ads, aimed at reaching both the consumer and the business audience, launch Tuesday in major business and consumer publications. Spending wasn’t disclosed.

“We think that this new campaign firmly positions NorthPoint as the leading nationwide broadband provider and delivers an important message to consumers and businesses looking for more than just high- speed Internet access,” said Kieran Hannon, co-managing director of Grey/SF.