Voice, data, and Internet service provider Broadwing Wednesday will launch its
first national advertising and marketing effort, a ten-month-long campaign
featuring national TV, print, online and outdoor media.
The advertisements, created by Hill, Holliday, Connors,
Cosmopulos, feature the company’s trademark broadwing hawk circling its
prey. The campaign also highlights Broadwing’s fiber optic network.
“We intend to be the preferred voice, data and Internet provider for
business customers who can’t afford to let their competitors grab an
advantage,” says Rick Ellenberger, Broadwing president and chief executive
officer.
“The campaign positions us as a fierce competitor known for its speed and
accountability in an incredibly competitive market.”
The campaign will roll out nationally, but there will be a special emphasis
on big business markets, including Chicago, Los Angeles, New York, Dallas,
Houston, Atlanta, Phoenix, Boston, Austin and Cincinnati.
The spots will be shown during the National Football League’s AFC
Championship Game, NBA and NCAA Basketball, cable programming, and
prime-time news and drama programming.
Print ads will appear in national
business, technology, e-commerce and telecommunications publications. The
campaign will also feature online ads, and airport ads.