Qwest Trims Telemarketing in New Campaign

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Qwest Communications International Inc. has begun a marketing campaign featuring more branded advertising and less telemarketing, company officials said yesterday.

The effort, which uses the slogan "Spirit of Service," replaces the "Ride the Light" campaign and features television ads in all 14 states the telecommunications provider operates. Qwest CEO Richard Notebaert promised a reduction in the company's telemarketing and an increase in customer-service hours as part of the campaign.

According to Qwest, the new slogan was inspired by a painting of the same name depicting a technician repairing a telephone line during the Great Blizzard of 1888. The painting hangs in one of Qwest's buildings.

The new campaign comes as Qwest has suffered a series of setbacks, including 24,000 layoffs in the past two years, accounting troubles and credit-rating downgrades.


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