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KSV in Burlington, Vt., fashioned a direct mail piece touting its recently renamed new media unit, Ignition Interactive. The piece was a 15-inch-long, fiery red mailing tube with a three-inch rope at the top resembling a fuse.
Officials at Women and Infants Hospital in Providence, R.I., who had worked with Ignition when it was known as XL Interactive but were unfamiliar with the new name and return address stamped on the mailer, mistook the piece for an explosive device.
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