New Bell Atlantic Advertising Campaign Launched Across Northeast
Ads Tell Consumers NYNEX Is Now Bell Atlantic
September 8, 1997
NEW YORK -- Bell Atlantic today begins a new advertising campaign
throughout the Northeast to tell NYNEX customers that their telephone
company has a new name -- Bell Atlantic.
The ads will appear for the first time in 15 major markets tonight
and tomorrow. This is Bell Atlantic's first major advertising effort
since it merged with NYNEX last month. [Note: See accompanying
release on the Northeast debut of the Bell Atlantic name and logo.]
The campaign, which will run in three phases through the end of
September, will use print, broadcast and outdoor media.
In the first phase, ads will emphasize one simple message: NYNEX is
now Bell Atlantic. In the TV spots, the former NYNEX logo will
visually change into the new Bell Atlantic logo, which displays the
company name above a wave graphic.
In the next set of ads, a humorous couple -- named Lorraine and Harold
-- will be pictured using several NYNEX communications products --
their home telephone, a public telephone, their calling card, a
cellular telephone and a telephone directory. The message for
consumers is that even though the name of their telephone company is
changing, all their products and services still work.
"We want customers to know that although the name is changing, all
their communications services still work reliably. Our very hip, very
lovable couple does a superb job of conveying that message," said
Janet Keeler, Bell Atlantic vice president for Brand Management and
The final phase is a dynamic and colorful rendering of the new face of
Bell Atlantic, depicting the geography, diversity and uniqueness of
Bell Atlantic's Maine-to-Virginia service territory.
Bell Atlantic spokesperson James Earl Jones will narrate all
television and radio advertising.
"This is an important and exciting time for telephone consumers in the
Northeast," said Keeler. "Bell Atlantic is the name of the local
telephone company for 26 million customers in the Northeast and
Mid-Atlantic states, and we're going all out to raise recognition and
awareness of that new name and new logo to all former NYNEX customers
in the Northeast."
The main campaign also has supporting executions for African-American
markets, and several commercials in Spanish for the Hispanic market
in New York. The Spanish commercials feature Barbara Palacios, Bell
Atlantic spokesperson for the Hispanic market. The general market
campaign was developed by Arnold Advertising in Boston; the
African-American spots by Burrell Communications Group in Chicago;
and the Spanish executions by HeadQuarters Advertising in San
The new Bell Atlantic -- formed through the merger of Bell Atlantic
and NYNEX -- is at the forefront of the new communications,
information and entertainment industry. With 40 million telephone
access lines and 5.5 million wireless customers worldwide, Bell
Atlantic companies are premier providers of advanced wireline voice
and data services, market leaders in wireless services and the
world's largest publishers of directory information. Bell Atlantic
companies are also among the world's largest investors in high-growth
global communications markets, with operations and investments in 21