Optimum Unveils New Brand Platform and Marketing Campaign with Focus on its Local Communities and Customers

“Where local is big time” will advance Optimum’s commitment to being the connectivity provider of choice in every community it serves

NEW YORK (APRIL 2, 2024) – Optimum, a brand of Altice USA (NYSE: ATUS), today reveals its new brand platform and marketing campaign, which centers on the company’s ability to bring customers and communities the reach and connectivity resources of a large national provider with the localized care and support of a small business.

The creative platform, “Where local is big time,” highlights Optimum’s hyperlocal focus matched with its big-tech capabilities, exemplifying the company’s commitment to delivering advanced connectivity solutions powered by a world-class network with a focus on meeting the unique needs of its local customers and communities. 

The multichannel media campaign, which targets residential consumers and businesses in communities across all of Optimum’s service areas, will begin rolling out today across TV, video, social media, radio and streaming audio, out of home advertising, digital display and more, and features a refreshed visual identity that reflects the energy and modernity that Optimum carries throughout its operations. The two hero ad spots – “Wrong Class” and “Investigation” – highlight the role Optimum plays in ensuring that people and businesses stay connected to what they need most, from teachers to law enforcement and everyone in between. Every activation is anchored in reaching customers where they are – in the communities where they live and work – and will be seen in markets across Optimum’s 21-state footprint.

“As a local provider of critical connectivity services, Optimum cares deeply about the vitality, happiness, and lasting success of the local communities we serve, not just because they are our customers, but because they are also our employees, neighbors, friends, and family,” said David Williams, President of Consumer Services at Optimum. “We know how much our communities rely on us to stay connected, so how we show up for them matters to us. That’s why it is important our brand reflects our customer-first ethos and reinforces our local commitment combined with our ability to deliver world-class connectivity at a great value today and into the future.” 

Optimum’s brand commitment follows 18 months of investments and strategic decisions to strengthen the customer experience and heighten the company’s local presence. Key updates include:

• Introduction of a new regional operations model with local senior leadership teams embedded directly in the company’s regions to meet the unique needs of local communities.

• Enhanced customer communications tools and channels, providing more customer care touchpoints and increased digital self-service support options resulting in improved customer satisfaction scores. 

• Advanced suite of connectivity products and offerings, notably Optimum Fiber, Optimum Mobile, Optimum Stream, and Optimum Complete, a line of Internet + Mobile bundles that offer significant savings to customers.

• Upgraded and strengthened broadband networks, bringing 1 Gig service to over 96% of the entire Optimum footprint and multi-gigabit symmetrical speeds of up to 8 Gig to over 2.7 million passings via Optimum’s 100% Fiber Internet network. 

• Deepened community commitments by giving back through partnerships with leading organizations including DonorsChoose, FIRST, and the Boys & Girls Clubs of America through significant donations and commitments, which have provided essential tools and resources to thousands of classrooms and students across Optimum’s footprint to support education, strengthen STEM skills and learning, and develop the next generation of innovators.

“Where local is big time isn’t just a tagline – it reflects how we operate at Optimum and marks a significant moment centered around our ability to deliver connectivity services with big-tech capabilities in a simplified way that meets the specific needs of our markets and customers,” said Jennifer Garrett, Chief Marketing Officer at Optimum. “Now, we are more poised than ever to reach our customers where they are and ensure that everything we’re driving locally, regionally, and nationally resonates with the communities that we call home.”

Across Optimum’s five regions, new local leadership is in place and will play a major role in driving forth the vision for how the new brand comes to life locally: 

• Jesse Garcia, Vice President and General Manager of Optimum Mid Central 

• Elton Hart, Vice President and General Manager of Optimum Mid Atlantic 

• Vic Pascarelli, Vice President and General Manager of Optimum Northeast 

• Kathleen Preston, Vice President and General Manager of Optimum West Pacific 

• Sean O’Connell, Vice President and General Manager of Optimum Texoma 

Optimum tapped its agency of record Publicis O1 to partner on the brand strategy, creative development, media planning and buying, media relations and production behind this new platform launch. O1 was created earlier this year as a dedicated team specifically for Optimum and is powered by a collective of Publicis Groupe agencies, including Saatchi & Saatchi, Connect at Publicis Media, MSL and PXP.