UUNET TAKES A DIFFERENT APPROACH IN ADVERTISING CAMPAIGN
By Adnews Staff
Commercial internet service provider UUNET Canada Inc. of Toronto has launched a poster campaign to attract new employees. The campaign is taking a different approach to recruiting employees in that it makes the intentions of the company known on the street rather than in the pages of newspapers and trade publications. The six posters, created by The Farm of Toronto, will be seen at over 135 locations across Toronto. The campaign, which began earlier this week, is scheduled to run for two weeks. The posters, in an attempt to attract new employees, feature portraits of UUNET employees and illustrate their relationships between their outside interests and their job qualities. "A conventional advertising campaign, no matter how interesting, didn't let the 'best and brightest' know that UUNET was a different kind of company, the kind of place they should consider working," said Susan Pahl, the company's vice-president of human resources in Canada and Latin America. "This guerrilla marketing approach reaches our target market." UUNET is an MCI WorldCom Company with offices in Toronto, Montreal and Calgary. PR for UUNET's Canadian operations is handled by BenchMark Communications of Toronto.