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Telecom Makes Promises to Keep

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Telecoms are not easy sells these days. The Borenstein Group confronts that challenge in its new campaign for Dominion Telecom.

"We're living in the era of broken promises," said Gal Borenstein, president of the Fairfax, Va., agency. "The common news you hear out there is that no matter what contract you sign with a telecom, it will be dishonored."

Borenstein is grounding marketing efforts for the Richmond, Va.-based broadband wholesaler in the company's "Old World customer-service values and state-of-the-art technology."

New advertising, tagged "Un-conditionally there," is breakingin business-to-business periodicals such as Telecommunications, RCR Wireless and Wireless Review. One print ad, depicting a father playfully tossing his smiling toddler into the air, is highlighted by the following copy: "Some things you just know you can trust."

"What we have done is branded Dominion Telecom asthe company that is able to assure customers that it can deliver serviceand not go away," said Borenstein.

That brand positioning, Borenstein said, is critical as Dominion, currently operating in northern Virginia, Washington, D.C., and upstate New York, rolls out service across the country over the next two years.

Dominion's target audience is national telecommunications carriers that provide both wired and wireless service.

Borenstein won the estimated $2-3 million account after a review that included Richmond's Carter Ryley Thomas and MDB Communications in Washington.