PSINET BREAKS FIRST NATIONAL AD EFFORT
By Adnews Staff
Toronto-based PSINet began operating in the Canadian market four years ago and on Monday broke its first national advertising campaign. With a budget of over $1 million, the campaign includes 1,000 billboards in the Montreal, Ottawa, Toronto, Vancouver and Calgary markets. The billboards feature the term ".com" which stands for competitive, commanding or comprehensive, depending on the ad. The campaign is targeting the decision markers of mid to large sized business pegging PSINet as "The Internet Super Carrier." The outdoor advertising will be followed with a print component running in magazines and newspapers and possibly a television component. PSINet offers Web hosting, e-commerce and business solutions. Advertising was created in-house.