Frontier Technician

One of the messages Frontier aims to deliver in its new “Good to Go” ad campaign is that 100 percent fiber infrastructure can support subscribers now and into the future.

“Fiber is the internet standard for decades to come, and with this campaign, we are bringing awareness to the fact that more people can now choose 100% fiber optic technology for their connectivity needs,” John Harrobin, Frontier’s Executive Vice President of Consumer, said in a prepared statement about the Frontier ad campaign.

“Frontier fiber is fast, reliable and available to meet their needs today, tomorrow and for decades to come.”

The campaign was developed by McCann New York. The video illustrates the “changes in human experience over a lifetime” and suggests that a fiber-based broadband can be one of the few constants. The span of time includes 44 cell phones, 23 computers, 19 gaming systems, 256 shoes, 22 jobs, seven romantic partners and other changes.

Frontier has made no secret of its affinity for fiber. In early August, 2023, Frontier CEO Nick Jeffery told those on an earnings call that the company would play an important role in fiber consolidation in the United States. He said such consolidation was inevitable in light of similar consolidations in the cable and mobile sectors. Jeffery said Frontier was the largest pure play fiber network operator in the country and the second-largest fiber builder.

A Frontier ad campaign extolling the current and long term value of fiber is not surprising from a company that has made significant investments in fiber during the past year or so. Two examples:

Frontier, along with Charter and seven smaller companies, won a combined $203 million in grants from Michigan’s ROBIN rural broadband funding program. Frontier North received a grant of $22.3 million for a project serving 4,690 locations in Branch County.

In March, the company was awarded $24.7 million for fiber broadband deployments in Illinois.

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