U S West sets Web campaigns for new brands

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U S West this week launches online and print campaigns for its DiveIn regional online service and Internet Yellow Pages.

DiveIn, introduced by U S West Interactive last month, will break Web advertising on sites including Epicurious, Big Book, Excite, Yahoo! and HotMail. The banners, created by Kirshenbaum Bond & Partners, New York, position DiveIn as a service built by and for residents of its markets, which include Chicago, Atlanta, Los Angeles and Denver.

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Print ads in local newspapers and magazines in the 10 initial DiveIn markets will support the launch. Total billings are estimated at between $3 million and $5 million.

"Unlike the giants who are imposing themselves in the local space, DiveIn is about creating a place for everyone," said Steve Klein, managing partner at Kirshenbaum. "We don't think large companies hiring big-name editors to review cities is the way to go."

Microsoft Corp.'s Sidewalk, America Online's Digital City, NBC Interactive Neighborhood and Warner Bros.' CityWeb are among U S West's competitors in the regional service market.

U S West Dex Internet Yellow Pages, meanwhile, has awarded its $1 million-plus interactive account to Eagle River Interactive, which is moving its headquarters from Avon, Colo., to Chicago. Grey Advertising, Los Angeles, previously handled.

Although the account was never in review, U S West decided it wanted to "mesh print efforts with Internet expertise and go with a more interactive-oriented shop," said Gwen Nail, marketing manager for U S West Dex.

The service provides national telephone listings for businesses and consumers in addition to e-mail addresses.


Eagle River will create a new interface for the Dex service to launch in mid-May. It will also handle a banner campaign and create collateral materials.

"The campaign will hone in on key needs of Internet users like completeness, accuracy and ease of use," said Ms. Nail.

In addition, U S West is considering giving some traditional advertising assignments to Eagle River.

N.W. Ayer & Partners, New York, is U S West's agency. Yellow Pages billings are undisclosed.

Copyright April 1997, Crain Communications Inc.

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