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Atria Networks breaks advertising campaign

Atria Networks, an Internet and data services provider based in Markham, ON, has begun its first advertising campaign. The campaign is intended to raise awareness of the company in Markham, Ottawa, Hamilton, the Waterloo region and Simcoe County. The print, radio and outdoor creative compares the performance and reliability of copper-based networks to Atria's fibre optic network. Billboards and other out-of-home displays are running in Markham, Hamilton and Ottawa. Print ads are running in Waterloo-based Exchange Magazine as well as The Voice in Markham, Biz of Hamilton, the Ottawa Business Journal and the Huronia Business Times. Radio ads are airing on 680 News in Toronto and CHUM in Ottawa. The campaign also includes a direct mail piece consisting of a message in a bottle purporting to come from an IT manager who is stranded on an "Island of Downtime" due to an unreliable network connection. Recipients are directed to a website at <> for more information. "Our target is the business community," said Mike Stephens, the company's vice-president of marketing and product development, "We understand that the speed and reliability of data networks provides an important competitive edge, and copper-based services often fall short. This campaign is designed to alert Ontario companies to the fact that we are serious about taking them to the next level in a cost-effective way." The campaign was developed by Copp Communications of Waterloo. Public relations are being handled by The Communications Group of Toronto.

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