Innovative Ad Campaign

Denver-based Qwest Communications has launched an integrated ad campaign, highlighting the value of its easy-to-use technology and high-tech services. Qwest’s innovative marketing campaign takes a comedic approach to portraying the role that technology plays in people’s everyday lives. The campaign emphasizes that Qwest’s technology makes everyday life easier and more efficient – from saving money with bundled service packages and protecting memories to getting the most out of a high-speed Internet connection.

“The new Qwest campaign showcases what people want from technology. People need great service, to save money, and to get extra value from their technology provider. To us it’s about perfecting their experience,” Todd Townsend, Qwest Vice President of Marketing, stated. “We’re showing how Qwest’s services are the smarter choice for today’s lifestyles, enhancing the lives of our customers.”

Campaign Details

DraftFCB developed the new ad campaign, which uses humor to show the extremes that people go through to enjoy various technologies on a daily basis. Radio, TV, public relations, online and outdoor advertising, and direct mail will be utilized in the highly integrated campaign.

For example, to endorse Personal Digital Vault, Qwest’s new free automatic online backup service, a 30-second television ad displays a family attempting to reconstruct a child’s lost photo album, while another ad shows a former college student who became a cow-milker after losing her thesis in cyberspace. Because many Americans are concerned with finances, Qwest launched a 60-second spot chronicling a woman as she attempts to refill a ketchup bottle with individual ketchup packets.

This is Qwest’s first key marketing campaign launch since Todd Townsend became the company’s Vice President of Marketing.

“Qwest’s new campaign is about enhancing and enabling customers and their technology, not telling and pushing them. We wanted to show that Qwest understands its consumers, their life and needs,” Cary Pierce, Executive Vice President of DraftFCB.

Qwest Values Diversity

Qwest believes that embracing diversity is important to the company’s overall success. Looking to maximize each employee’s potential, Qwest has created an inclusive, culture-rich environment. By welcoming various perspectives, insights, and viewpoints, the Denver-based company can better serve employees and customers throughout the country.

"At Qwest, welcoming our differences is a key part of our company values. We succeed with great business ideas influenced by our different backgrounds, cultures, and beliefs,” stated Qwest CEO, Ed Mueller. “When we value and respect each other for our unique perspectives, and all our employees are empowered to reach their personal and professional potential, we can create the best solutions to meet our customers' needs. That is why diversity is so important to us at Qwest."

Among diversity initiatives, Qwest has built a strong alliance with the INROADS organization. Under this partnership, Qwest provides minority students with internship opportunities within the company. Qwest has hired more than 300 interns through the INROADS program.

Community service is an important aspect of the Qwest/INROADS partnership. In conjunction with Phones for Life (www.phones4life.org), interns participate in phone drives to gather cell phones for victims of domestic abuse, the disabled, and the elderly. In addition to volunteering with Habitat for Humanity, interns participate in managed reading programs to improve child literacy.

About INROADS

Founded in 1970, INROADS aims to address corporate America’s lack of ethnic diversity. INROADS operates around the globe, working with more than 5,000 interns and more than 600 corporate sponsors. The organization’s vision is to place ambitious minority youth in corporate settings, building leadership skills and preparing them for success in the workforce.

To find out if you qualify for an INROADS internship, please visit www.inroads.org.

Financial Literacy

On April 9, Denver-based Qwest partnered-up with Junior Achievement (JA) to promote financial literacy at five schools in Denver, CO. This is the sixth consecutive year that Qwest and JA have joined forces to help students foster real-world work competency with Qwest “JA in a Day.” During this year’s event, more than 160 Qwest employee volunteers spread amongst 90 classrooms to share business principles with middle school and elementary-aged students. Volunteers discussed the real-world application that basic business principles have on everyday life, and the important role they will play in future endeavors.

“Qwest has always been a strong supporter of programs that bring education to life for students, and with this year’s economic climate, I’m especially pleased that so many students will learn how their daily schoolwork can apply to their future careers,” stated Steve Davis, Qwest Senior Vice President of Public Policy.

To celebrate April as national “Financial Literacy Month,” and as part of a continuing alliance with JA, Qwest employee volunteers held discussions in both English and Spanish. Approximately 2,150 students enjoyed JA’s interactive program, “JA in a Day.” Qwest employee volunteers dedicated more than 1,000 hours to the cause, imparting valuable knowledge to students at Lincoln Elementary, Doull Elementary, College View Elementary, Centennial K-8, and Merrill Middle schools.

“We’re so pleased to partner with Qwest on this important endeavor, and want to thank the many volunteers from Qwest who will serve as role models to local students - children who, with the right combination of education, encouragement and inspiration, will grow up to be our next generation of leaders,” stated Robin Wise, President and CEO of Junior Achievement, Rocky Mountain Inc.

Colorado’s Junior Achievement programs target three important issues – dropout prevention, workforce preparedness, and financial literacy.

Qwest Provides New Service

Due to unpredictable flooding in the Red River Valley, Qwest Communications wants to ensure that local phone, long distance, and Internet services continue without interruption.

In addition, Qwest Communications is dedicated to providing North Dakota and Minnesota customers affected by recent flooding with free emergency call forwarding services. Qwest will forward home, business, or wireless calls to a temporary location for up to 30 days.

Since the flood’s initial outbreak, Qwest employees have secured the foundations of more than 90 facilities, utilizing upwards of 7,000 sandbags in the construction of 4-5 foot tall flood covers.

Equipped with company vehicles, Qwest employees have been strategically positioned throughout the affected regions. In the event that travel becomes too dangerous, Qwest employees will escort residents to safety. Qwest will deploy spotters to monitor the water levels at various high-risk flood sites. If an evacuation becomes necessary, Qwest employees will provide assistance at various evacuation zones throughout the area. To assist in the efforts, additional Qwest employees will be deployed from South Dakota and Iowa.

In addition to providing free emergency call forwarding, evacuation assistance, and water level monitoring, Qwest Communications has donated $20,000 to the American Red Cross chapters in flood-ridden areas of Minnesota and North Dakota. The money will be used to assist with disaster recovery in the affected regions.

"The American Red Cross provides a vital service to the community in this great time of need," stated John Stanoch, Qwest President in North Dakota and Minnesota. "Qwest is proud to help and we urge others to donate."

Free emergency call forwarding service, designed to benefit Qwest customers in flood-affected regions of North Dakota and Minnesota, is available to Qwest customers only. To utilize this service, please call 1-866-992-1784.

Qwest Extends Service

On March 23, Qwest Communications announced plans to extend residential services to new regions of Wyoming. Voice mail and qHome, Qwest’s message management service, will now be available to customers in Jackson, Lander-Riverton, Gillette, and Laramie.

The following adjacent regions will be affected:

Jackson area: Hogback Junction, Moose, Kelly, Teton Village, Bondurant, Wilson
Lander-Riverton area: St. Stephens, Pavillion, Kinnear, Fort Washakie, Atlantic City, Arapahoe, Ethete, Hudson, Morton, South Pass City
Gillette area: Wright, Rozet, Recluse, Reno Junction, Savageton
Laramie area: Woods Landing, Foxpark, Albany, Mountain Home, Centennial

Qwest provides advanced voice mail services, automatically forwarding unanswered calls to a private voice mailbox. Callers can leave personal messages that are easy to replay, save, and delete by Qwest customers. Voice messages are accessible from any touch-tone phone, regardless of location.

With the Denver-based company’s new integrated message manager, qHome, customers can manage voice mail, e-mail, and address books via Internet connection. This advanced service, available at no additional charge to home phone and high-speed Internet subscribers, allows customers to receive incoming voice mail messages in e-mail format.

Among the features of qHome, customers can:

Listen to voice mail messages while checking e-mail
Manage voice mail and e-mail, simultaneously
View a list of incoming and outgoing calls, via e-mail inbox

“With the ways technology is integrating our lives, customers have told Qwest they want simple, reliable tools that help them manage all of their communications services at once,” stated Mike Ceballos, Qwest Wyoming President. “The new Qwest voice mail and qHome services do exactly that by bringing Qwest home phone and Qwest High-Speed Internet together easily and efficiently.”

Qwest voice mail comes standard with the Qwest Choice Home phone package. It is also available as an individual service.