GlobalWorks Completes Ad Campaign for DIRECWAY and Hughes Network Systems, Targeting 45 Million Households, Plus Enterprise and Small-Business Marketplaces
For Immediate Release
NEW YORK--(BUSINESS WIRE)--July 19, 2001-- GlobalWorks Group, LLC has completed the initial round of advertising introducing DIRECWAY™, a new generation of satellite broadband services developed by HUGHES Network Systems for consumers, enterprises, small business and telecommuters. Hughes Network Systems is a unit of HUGHES Electronics Corporation (NYSE: GMH - news).The campaign, which will include TV, print, extensive co-op, and Web advertising, launched with print executions featuring the tagline, ``Broadband that's out of this world.'' The New York Times, Washington Post, Los Angeles Times, San Francisco Chronicle, Wall Street Journal and USA Today, in addition to various trade publications, round out the first media phase.
Television spots will break in early September. The total media plan and budget are still evolving, said GlobalWorks CEO Yuri Radzievsky.
Said Pradman Kaul, Chairman and CEO of HNS: ``We've long been the trailblazer in building the satellite business, focusing primarily on enterprise customers. With DIRECWAY, we will now broaden our footprint into the SOHO and consumer markets, partnering with major ISP's and consumer retailers to sell products and services `powered by DIRECWAY'. And all backed up by a unified branding, marketing and advertising campaign that leverages the unique strengths of HUGHES and our retail partners.
``Our goal is to be the leader in the broadband by satellite Internet category, just as our sister service, DIRECTV, has become synonymous with satellite television,'' Mr. Kaul said.
HUGHES, a leader in building the satellite industry, invented VSAT technology that today serves over 400,000 network terminals in 85 countries, as well as the satellite broadband business via DirecPC and its 116,000 subscribers.
``Through its advertising and numerous 'Powered By' alliances with leading ISPs, such as AOL, Earthlink, Pegasus and Juno, DIRECWAY is targeting the more than 45 million U.S. households that only have dial-up Internet service,'' Mr. Radzievsky said. ``We believe there's a terrific opportunity to reach those who want the same faster Internet connections at home that they have become used to at work.''
To tap this nationwide market, leading consumer electronics retailers and thousands of independent dealers across the country will sell DIRECWAY. A comprehensive consumer-oriented ad campaign, integrated with its partners' marketing efforts, will support the retail initiative, Mr. Radzievsky said.
Along with the branding and ad campaign, GlobalWorks created new Web sites for HUGHES at http://www.hughes.com/, and for Hughes Network Systems, at http://www.hns.com and http://www.direcway.com/.
About Hughes Network Systems
Hughes Network Systems, a unit of Hughes Electronics Corporation, is the world's largest provider of broadband satellite network solutions for businesses and consumers, with over 400,000 systems installed in more than 85 countries. HNS pioneered the development of high-speed satellite Internet access services, which it markets globally under the DirecPC® and DIRECWAY™ brands and is a major supplier of mobile satellite networks and user terminals. For terrestrial access, it offers the comprehensive AIReach® family of broadband wireless, point-to-multipoint products. In addition, HNS is a leading manufacturer of DIRECTV® satellite television receivers, having shipped its 6 millionth system in 2000. Headquartered in Germantown, Maryland, USA, HNS maintains sales and support offices worldwide. The earnings of HUGHES, a unit of General Motors Corporation, are used to calculate the earnings per share attributable to the General Motors Class H common stock (NYSE: GMH - news). To learn more about HNS, please visit http:///www.hns.com
About GlobalWorks Group LLC
GlobalWorks is a branding, advertising and marketing consultancy that provides the strategies, global content and interactive technology needed to build brands across all media, worldwide. The company, based in New York, has three divisions: BrandWave, CultureShock and Liquid Digital. For more information, visit www.globalworks.com.
Contact:
Jacobson Altman Associates Dick Altman, 914-243-9880
