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Mullen this week bows its first advertising campaign for NeuLevel, a company that maintains the “.Biz” domain in cyberspace.
The effort communicates three key benefits firms enjoy by adopting that domain: a memorable location, enhanced technology and state-of-the-art se-curity features.
The budget is undisclosed, but sources said spending by the Sterling, Va.-based client may top seven figures.
“We want to address the skepticism decision makers would have and answer the question, ‘Why .Biz?’ ” said Jon Eckman, a copywriter at Mullen in Wenham, Mass.
A 15-second TV spot, initially running on PBS stations, opens in an office environment, with busy employees working amid cubicles and corridors.
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