All, *BAM marketing push*
[to anyone viewing these ads over the next few weeks, we would appreciate your impressions]
Bell Atlantic Mobile Casts Net for Wireless Customers
Even Wider with New Advertising Campaign
Ads Underscore Wireless 'Is for You'
BEDMINSTER, N.J., May 19 /PRNewswire/ -- In a multimedia advertising campaign that breaks
today, Bell Atlantic Mobile showcases wireless as the preferred method of communication for all
consumers, whether they're mobile or at home. With the positioning line ''It's for You,'' the
television ads show consumers enjoying the benefits of wireless service from Bell Atlantic Mobile
for today's on-the-go lifestyles.
With 6.4 million customers, Bell Atlantic Mobile already has a leadership position in the wireless
industry. However, as wireless enters its next phase of growth into the mass market, Bell Atlantic
Mobile is positioning itself to claim a significant share of the nearly 75 percent of U.S. consumers
who have yet to purchase wireless service.
Backing up its promise that ''wireless is for everyone,'' Bell Atlantic Mobile features a number of
products and services in its new campaign. Early adopters who plan to cut the cord from their
landline phone and go ''all wireless'' could opt for one of Bell Atlantic Mobile's popular
SingleRate(SM) plans, which feature varying amounts of bundled minutes with no roaming or long
distance charges -- all for one predictable, flat rate. For consumers wanting the convenience of
wireless without a monthly bill, they can choose MobileMinutes®, Bell Atlantic Mobile's pre-paid
service. Regardless of the service plan, all Bell Atlantic Mobile customers gain the quality benefits of
the company's superior wireless network -- the largest on the East Coast.
''Our current array of wireless services is designed to make wireless a clear option for consumers
to use in conjunction with their landline phone or even as a replacement,'' said Debra Carroll, vice
president of marketing for Bell Atlantic Mobile. ''With this new campaign, we are showing
consumers how wireless service really has become synonymous with staying connected, and we're
inviting them to sign on for the service plan that gives them the level of accessibility they're seeking --
from the company that has revolutionized the way people use wireless.''
The advertising, created by Bozell Worldwide's New York office, depicts people from all walks of
life enjoying the benefits of the company's wireless service. Complemented by a voiceover from
long-time spokesperson James Earl Jones, the spots graphically illustrate how Bell Atlantic Mobile
is changing the way consumers use wireless. The spots are underscored with popular music, the first
featuring a blues rendition of ''Don't Stop Thinking About Tomorrow,'' popularized by Fleetwood
Mac.
Starting today, the first in a series in the ''It's For You'' campaign will appear in heavy rotation on
spot and cable television programs. In addition, several product-related print ads will run in
magazines such as Time, Newsweek, Sports Illustrated, BusinessWeek, Your Money and
Kiplinger's Personal Finance.
In the New York, Boston, Washington/Baltimore and Pittsburgh markets, Bell Atlantic Mobile was
named leader in overall customer satisfaction among wireless users, according to the prestigious
J.D. Power and Associates 1998 U.S. Wireless Customer Satisfaction Study(SM).
Bell Atlantic Mobile owns and operates the largest wireless network in the East, covering 120,000
square miles, and the largest chain of retail outlets devoted exclusively to wireless voice, data and
paging. Based in Bedminster, NJ, Bell Atlantic Mobile has 6.4 million customers and 8,000
employees from Maine to Georgia and, through a separate subsidiary, in the Southwest. Through its
''Wireless at Work...'' community service program, the company uses its technology to help
individuals and communities improve security and emergency communications. Bell Atlantic
Mobile's parent, Bell Atlantic Corporation (NYSE: BEL - news) is one of the world's largest
wireless communications companies, with domestic operations in 25 states and international
investments in Mexico, Europe and the Pacific Rim. For more information on Bell Atlantic Mobile
visit: bam.com; on global operations visit: bellatlantic.com.
SOURCE: Bell Atlantic Mobile |
