Broadwing Launches First National Advertising Campaign; Campaign Turns Competitors Into Prey.

Business Editors

CINCINNATI--(BUSINESS WIRE)--Jan. 18, 2000

Broadwing Inc. (NYSE:BRW), an integrated communications powerhouse delivering voice, data, and Internet solutions to a variety of customers nationwide, is launching its first national advertising campaign beginning Wednesday, January 19. The multi-million dollar campaign -- integrating direct marketing and advertising deployed via national TV, print, online and outdoor media -- will generate more than 552 million exposures to Broadwing during a ten-month period.

"This campaign demonstrates that Broadwing is aggressively seizing opportunities in the marketplace and delivering quickly where others cannot," said Rick Ellenberger, Broadwing president and chief executive officer. "We intend to be the preferred voice, data and Internet provider for business customers who can't afford to let their competitors grab an advantage. The campaign positions us as a fierce competitor known for its speed and accountability in an incredibly competitive market. It is a position we are ready and capable to fulfill."

Created by Hill, Holliday, Connors, Cosmopulos' Boston office, the advertisements feature Broadwing's trademark broadwing hawk and focus on the company's aggressive business style. Also highlighted in the campaign is Broadwing's extensive, next-generation fiber optic network, and superior IP backbone.

The campaign consists of national coverage with special emphasis on top markets comprising a significant portion of the business market, including Chicago, Los Angeles, New York, Dallas, Houston, Atlanta, Phoenix, Boston, Austin and Cincinnati.

The campaign media plan delivers the provocative spots during the National Football League's AFC Championship Game, NBA and NCAA Basketball, highly rated cable programming, and leading prime-time news and drama programming. It also includes national business, technology, e-commerce and telecommunications print ads, online ads, and airport ads.

"The campaign introduces Broadwing and its philosophy in a bold way," Ellenberger said. "The use of predatory situations that occur in nature -- like a hawk circling a rabbit -- are something every manager can relate to. We want them to know that Broadwing will bring the same speed and aggressive attitude for their benefit that we are applying to win in our own industry.

"We've driven a stake. Now we're ready to deliver," he said.

Broadwing targets Fortune 1000 businesses and emerging industry leaders. Using its extensive fiber optic network, Broadwing combines data, voice and Internet services into a single package backed by a tradition of award-winning customer service. Since Broadwing formed in November, it has expanded its sales offices to include 700 sales representatives in more than 38 offices in major markets across the U.S.

About Broadwing

Broadwing Inc. (NYSE:BRW) is an integrated communications powerhouse delivering voice, data, and Internet solutions to a variety of customers nationwide. Focused on customer service combined with a premier next-generation fiber network and award winning IP backbone, Broadwing's reliable high-bandwidth data and Internet capabilities give businesses a competitive advantage. Headquartered in Cincinnati, Ohio with 5,500 employees in 38 cities, Broadwing can be found on the World Wide Web at broadwing.com.