November 2004 - Virginia Consumer Advertising Campaigns
Television Advertising Campaign
On Nov. 22, Dominion will begin broadcasting a Virginia Consumer television
advertising campaign. The campaign will run through the week of Dec. 13 and
is designed to raise customer awareness of Dominion's volunteer efforts and
new technologies programs.
The two, thirty-second TV spots that aired during the 2004
Summer Olympics will run again in the Richmond, Norfolk, Charlottesville and
Harrisonburg markets. The ads will be shown during news programming and on
"The Today Show" and "Good Morning America." In Northern
Virginia, they will be broadcast during the Washington Redskins football games.
The "Fishing" ad highlights the fishing pier at Sherando Lake built
by Dominion volunteers. The "Dog" ad showcases the company's Automated
Meter Reading capability.
Radio Advertising Campaign
The week of Nov. 22, Dominion will begin airing some new radio ads in Virginia.
The purpose of the campaign is to raise awareness about Dominion's volunteer
efforts and new technology programs. The campaign will run through the week
of Dec. 13 and will be broadcast on radio stations in Richmond, Fredericksburg,
Norfolk, Charlottesville, Harrisonburg and Staunton. The two, thirty-second
spots are companion pieces to the "Fishing" and "Dog"
television spots.
Print Advertising Campaign
On Nov. 22, Dominion also will launch a print advertising campaign in Virginia.
The campaign will run through the week of Dec. 13 and is intended to raise
awareness about Dominion's volunteer efforts, environmental stewardship, electric
reliability and new technologies programs. The two, half-page black and white
ads are companion pieces to the "Fishing" and "Dog" television
and radio ads.
September 2004 - Wall Street Print Advertising Campaign
Dominion's award-winning 2003 Wall Street campaign, "Have
you seen D today?," is back for 2004 with new print advertisements in September
and October. The campaign will feature three different magazine and newspaper
ads in several publications most popular with Wall Street analysts, institutional
investors and business executives. The magazines are Fortune and Forbes;
the newspapers are Investor's Business Daily, The New York Times
and The Wall Street Journal.
The advertisements showcase the company, its accomplishments
and its New York Stock Exchange symbol to the investment community. Each offers
a significant financial point about Dominion. Below is the text from each ad
along with a link to a PDF version that you can download.
"Find out more about the energy company that, in the
last three years, has paid stockholders nearly $2.2 billion in cash dividends."
(View
the ad.)
"Find out more about the energy company that
drilled the most natural gas wells in the United States in 2002."
(View
the ad.)
"Find out more about the energy company that
produces more than one billion cubic feet of natural gas equivalent, per day,
in the United States." (View
the ad.)
You also can view the D Today ads from our 2003
campaign that feature some additional financial discussion.
August 2004 -- Virginia Consumer Advertising Campaign
The Virginia consumer advertising campaign is designed to
help Virginia customers learn more about Dominion's volunteerism and new technologies
programs. Two :30 television spots run on Friday, August 13, throughout Central,
Eastern and Western Virginia, and in Northern Virginia beginning Saturday, August
14.
"Fishing" is a 30-second TV spot that features a
barrier-free pier built with the help of Dominion volunteers and funds at Sherando
Lake, about a 45-minute drive west of Charlottesville, Va. The project was the
result of a partnership with Trout Unlimited, the U.S. Forest Service and the
Virginia Department of Game and Inland Fisheries. The pier is designed to enable
a person in a wheelchair to roll up the ramp and get close to the edge of the
pier to better facilitate casting and pulling fish out of the water.
"Dog," a light-hearted 30-second spot which opens
with a view of a threatening canine, focuses on Dominion's automated meter reading,
or AMR, program. AMR enables electronic meter readers to read the devices from
a vehicle passing a house.
May - Dec. 2004 -- Dominion Ad for Hispanic Customers
This ad is designed to help Dominion's Virginia customers
learn more about the company's diversity best practices, as well letting them
know we have Spanish-speaking employees to help with their customer service
needs. The ad features Danny Segura, a customer service representative working
in Richmond's West Broad Street office. The ad is running in Virginia in several
Hispanic publications and will also run in Virginia and Ohio in 2005. The Spanish
to English translation for the ad is as follows:
Headline: For Danny Segura, Spanish isn't
a second language. It's second nature.
Body: Danny is a Dominion customer service representative
of Hispanic descent. His familiarity with Spanish language and culture is
a great asset in helping our Spanish-speaking customers. Hiring employees
like Danny is just one way we encourage diversity. Dominion also helps power
scholarships, mentoring programs, education grants and minority-owned businesses.
Find out more at www.dom.com.
A newspaper ad was developed for Pennsylvania customers to
provide information about the strike by United Gas Workers Union Local 69-1.
The ad also provides reassurance that service will not be affected aside from
the reading of some meters and some routine services.
Ad schedule: Tuesday, January 27 in the following three newspapers:
Pittsburgh Post Gazette, the Altoona Mirror and the Johnstown Tribune Democrat.
A newspaper ad was developed for Virginians to explain how
the capped rate plan will bring bigger savings and energy choice to electricity
customers, and to urge citizens to ask their state senator or delegate to support
the legislation.
Ad schedule: Thursday, January 22, in the Richmond Times-Dispatch,
Richmond Free Press, Daily Press, Virginian Pilot, Daily Progress, Free Lance
Star and Washington Post; Friday, January 23 in the Staunton paper- The Daily
News Leader.
