Martin Sells Investors on Dominion

ATLANTA The Martin Agency has created it first print campaign for Dominion.

Under the tagline “Have you seen D today?” the effort targets the Wall Street community and institutional investors.

“We found that Dominion is well regarded on Wall Street, but not as widely known as it should be,” said Bill Hall, client vice president of external affairs.

According to Hall, if more analysts knew about the energy company’s management team and financials, they would recommend the stock to more investors.

To that end, the Richmond, Va.-based gas and electric supplier has bought space in Investor’s Business Daily, The New York Times, The Wall Street Journal, Barron’s, Business Week, Forbes and Fortune. The two-page ads will run nationally through mid-July. Campaign spending is just under $5 million, sources said.

The D in Dominion’s tagline, conceived by the Interpublic Group agency in Richmond, stands for the client’s single-letter stock symbol.

Ads highlight facts about the utility’s financial record. In one execution, a schoolgirl printing the alphabet on a blackboard appears to ask for the missing D. A white-on-blue line resembling a stock ticker runs below. It reads, “NYSE:D Find out more about the energy company that has paid 300 consecutive dividends since 1925” and is followed by the address of the company’s Web site.

Three other ads, photographed by Johnson Sarkissian, show everyday images of street and traffic signs missing the letter D. Martin creative director and copywriter Steve Bassett headed the campaign.

Dominion serves 5 million retail customers in nine mid-Atlantic and Southeastern states.