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VarTec enters long-distance battle

Published on .

VarTec Telecom launches its first national advertising tonight on ABC's "Monday Night Football," promoting its new DimeLine, or 10-10-811, long- distance dial-around service. VarTec has signed up boxer Sugar Ray Leonard as its spokesman for the :30 TV spot, part of a $50 million campaign that also includes print advertising and direct mail. The TV spot will air on "Monday Night Football" for seven weeks and points out the differences between VarTec's 10-10-811 and its competitors: AT&T Corp.'s One Rate and MCI WorldCom subidiary Telecom USA's 10-10-321.

Copyright October 1998, Crain Communications Inc.

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