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Embarq to Create Brand Profile with Massive Advertising Campaign

7:40 am on June 5, 2006 | Category: Corporate, Telecom Services, Telephone

Embarq, the new local phone company spun off by wireless giant, Sprint Nextel, plans to start creating brand awareness this week with a massive advertising campaign involving television, radio, print, direct mail, billboards, and online ads.

Embarqâ€™s annual marketing spending could be as high as $50 million, some sources suggest.

“We only have one chance to make sure we come out of the gate strong,” said the companyâ€™s vice president of brand marketing and communications, Dan Alcazar.

One of the telecom providerâ€™s television commercials will involve a musical trio singing about the woes of cell phones and the internet, and the benefits of having a good old fashioned landline. In addition to boosting awareness of the Embarq brand name, this ad is obviously intended to discourage â€œcord-cutting,â€ and dispel the staid and boring image of the landline phone industry.

Based in Overland Park, Kansas, Embarq has about 5 million customers in its 18-state footprint. Much of its business is done in Nevada, Ohio, North Carolina and Florida.

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