BOSTON Winstanley Associates is launching its first campaign for Richmond NetWorx, a local telecom services provider in Berkshire County, Mass., seeking to compete against industry giant Verizon Communications.
The goal for the independent Lenox, Mass., agency is straightforward: create a campaign to convince consumers to switch their current service to Richmond, said Winstanley vp Diane Arseneau.
The ad campaign "is about the advantage of keeping all local/long-distance/Internet access under one billing," Arsenau said. "The concept, a duck with two bills, stresses how one bill is enough."
Billboards begin going up in early April, with print ads following shortly thereafter.
Ralph Frisina handled art direction; Annette Ragan wrote the copy; David Marrison is credited as designer.