Bell Atlantic Ads Promote New National 411 Directory Assistance Service
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Bell Atlantic Ads Promote
New National 411 Directory Assistance Service
James Earl Jones Urges New Yorkers to 'Try It'
February 8, 1999
NEW YORK -- Bell Atlantic today kicks off a statewide
advertising campaign for the company's new National 411 directory
Television and radio commercials inform New Yorkers them that
"the number you know for local directory assistance can get you numbers
in all 50 states."
Bell Atlantic spokesperson James Earl Jones plays a prominent
role in both the television and radio commercials. Two 30-second and two
15-second television spots were produced. Four 60-second radio spots
The television spots take place at a child's birthday party and in a
family's garden. James Earl Jones magically appears to inform callers that
they can get the telephone number for a person anywhere in the country by
dialing 411, the number they've always used for directory assistance.
Once the callers get their number, he disappears.
In the radio spots, Jones is heard as a voice that only one person
hears, telling callers the service is simple and urging them to "try it."
"The spots convey the simplicity of the new service," said Janet
Keeler, Bell Atlantic vice president for Marketing Communications and
Brand Management. "There is no need to remember lengthy or unfamiliar
codes to get a telephone number across the street or across the country.
The number you've always called for directory assistance can give you
accurate listings for both, and at competitive prices."
Keeler explained that the appearance of Jones in the spots reflects
Bell Atlantic's strategy of providing customers with guidance, education
and solutions to an increasingly complex world of communications.
Bell Atlantic's National 411 service, which was launched last week
throughout New York State, provides a local listing at regular low prices
and 95 cents for up to two national listings with automatic billing.
Competing directory assistance services charge up to $1.40 for all
lookups. The company will roll out the service to the rest of its Maine-to-
Virginia service area in the coming months.
The advertising campaign was developed by New York-based The
Lord Group. As the service is introduced in other areas of the Northeast
and mid-Atlantic states, the advertising will be extended to those areas as
well. In all, the campaign will air in 24 markets throughout the company's
Bell Atlantic is at the forefront of the new communications and
information industry. With more than 42 million telephone access lines
and 8.6 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 23 countries.