New Bell Atlantic Advertising Campaign Launched Across Northeast

New Bell Atlantic Advertising Campaign Launched Across Northeast

Ads Tell Consumers NYNEX Is Now Bell Atlantic

September 8, 1997

Media contacts:

John Bonomo


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

Marketing Communications.

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