MARKHAM - Atria Networks, owner and operator of one of the largest fibre-optics networks in Ontario has launched its first major advertising campaign in a variety of print, radio and outdoor media this Fall.

Designed to raise brand and product awareness across Ontario, the campaign is focused in Markham, Ottawa, Hamilton, Waterloo Region and Simcoe County.

Messaging revolves around the evolution of data networks from the ‘age of copper’ to the ‘age of light’ – comparing the limited bandwidth barrier of copper-based services to the speed and reliability benefits of having data traveling entirely over fibre. Budget has not been announced.

“Our target is the business community,” says Mike Stephens, Vice President Marketing & Product Development, “We understand that the speed and reliability of data networks provides an important competitive edge, and copper-based services often fall short. We control all aspects of our fibre-optics network end-to-end and we provide unparalleled levels of reliability and data integrity. 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 media campaign is anchored by an innovative, highly-targeted, direct mail piece involving a message in a corked bottle, used for lead generation. The message in the bottle was sent from Greg, an IT Manager who has become helplessly stranded on the ‘Island of Downtime’, when he experienced a server failure at work due to his unreliable copper connectivity. His only hope of rescue lies in his bottle message, which warns other IT Managers not to make the same mistake he did and to call Atria Networks. You can rescue Greg at www.islandofdowntime.com. The direct mail campaign is integrated simultaneously with the Island of Downtime website, a follow-up email and a general awareness postcard.

To build more general brand awareness, Atria has posted billboards and backlit displays in Markham, Hamilton and Ottawa.

Print ads are also running in Exchange Magazine in Waterloo Region; The Voice published by the Markham Board of Trade; BIZ based in Hamilton; the Ottawa Business Journal, and Huronia Business Times in Simcoe County. Radio commercials are also running on Toronto’s 680 News and CHUM Radio in Ottawa.

All materials direct the public to Atria’s website (www.atrianetworks.com) to drive sales of business Internet access, transparent LAN services, security services, and IT and business continuity (co-location, data backup and storage, server and application continuity).

Creative was developed by Copp Communications of Waterloo, ON. The radio stations produced the commercials with direction from Copp and Atria’s Marketing team. Public Relations is handled by Toronto-based, The Communications Group Inc.

Atria Networks owns and operates one of Ontario’s largest fibre-optic networks spanning over 4,300-km connecting communities all across Ontario from Ottawa to Waterloo Region, including York Region, Hamilton, Halton Hills, Orangeville, Barrie, Guelph, Cornwall, Peterborough and all surrounding areas.