Verizon Campaign Emphasizes Broadband


Verizon Communications Inc. has launched a new advertising campaign designed to revise its image from a telephone company to a broadband-services company.

The campaign includes television and print ads, as well as a new "broadband Web experience," to promote the new tag line, "Richer. Deeper. Broader."

"When people think broadband, we want them to think Verizon," senior vice president for brand management and marketing communications Jerri DeVard said in a prepared statement.

The campaign, launched Monday, includes TV spots like "Enlightenment," a commercial in which a boy delivers a paper to a house, followed by hundreds of other deliverers bearing CDs, games, art, literature and movies. The house "glows with the enlightenment" delivered by Verizon broadband services.

The mass-media portion of the campaign was created by Verizon's corporate agency, McGarry Bowen, with supporting work from Burrell Communications Group and La Agencia de Orci & Asociados. The online advertising and web design is by R/GA, Verizon's interactive marketing agency.

The campaign will run through the end of the year.