Telecom Makes Promises to Keep

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.