Telecom outfit breaks $50 mil global ad push

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Telecommunications company Global Crossing will try to connect with a larger audience through its first global advertising effort.

The campaign, from Gotham, New York, breaks this week in national publications; TV will follow in summer, said CEO Leo Hindery Jr. It is part of an effort by the 3-year-old company to increase its profile in the digital communications business.

Global Crossing's management plans to spend a total of $50 million globally in the campaign's first year, $20 million in the remainder of 2000 alone, said Mr. Hindery. Besides the U.S. market, the effort will break in France, Germany, Japan, Mexico and the U.K. The spending is a huge jump from Global Crossing's previous outlay, which totaled only $371,000 in 1999, according to Competitive Media Reporting.


"We're now 3 years old. It's time to go to pre-school," said Mr. Hindery.

Ads break May 22 in newspapers including The Financial Times, The New York Times and The Wall Street Journal. They also will run in business magazines including Business Week, The Economist and Fortune, and will expand to business trade magazines.

The campaign is tagged, "The ability to reach the world. The capacity to change it." Each print ad focuses on services offered by Global Crossing for industries such as automobile manufacturing and film production. One ad spotlights the company's work digitizing the contents of the Library of Congress for online use.

The campaign is using a wide variety of consumer and trade titles to reach three different audiences, said Mr. Hindery. While the main target is corporate decisionmakers, Global Crossing also wants to reach potential investors and prospective employees.


"Branding and name recognition are critical to get Global Crossing into the [corporations'] consideration . . . to help [the public] understand Global Crossing is a player," said Gotham Chairman-CEO Stone Roberts.

Global Crossing didn't advertise while building its infrastructure and concentrating on growth plans, said Marsha Gewirtzman, VP-marketing services. The company spent $16.5 billion on three acquisitions last year -- Frontier Communications Corp., Ixnet and Racal TeleCom -- and set up joint ventures overseas to expand its connections worldwide.

The Beverly Hills, Calif.-based company bills itself as the first global fiber-optic network dedicated to data transmission. It serves 200 cities in 27 countries around the world with digital communications and services such as Web hosting and applications for online businesses.

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