Bell Atlantic Advertising Campaign Puts Busy Households in Spotlight

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NEW YORK -- Busy households take center stage in a new Bell Atlantic advertising campaign that begins today.

The campaign, which will run through the first quarter of the year, will support the company's "Save Like Wild" sales promotion that offers savings and discounts on consumer products and services such as Caller ID, Call Waiting ID, additional lines, Call Manager, Home Voice Mail and others. (Note to editors: See related Bell Atlantic news release issued today titled, "Jangled Nerves from Jingling Bells? Save Like Wild on Call Management Features.")

"Customers have consistently told us that their lives are busier than ever," said Janet Keeler, Bell Atlantic vice president for Marketing Communications and Brand Management. "With so many activities to juggle, it's the communication that helps to keep their lives in order. Bell Atlantic products and services help the members of these busy households stay in touch and manage their communications more efficiently."

The advertising campaign will promote a Save Like Wild Vacation Sweepstakes. Customers who order featured Bell Atlantic products or services through April 3 will automatically be entered in the contest. No purchase is necessary, and winners will be chosen at random in May for 10 dream vacations, each worth up to $25,000.

The advertising campaign will use television, radio, print, direct mail, bill inserts, telemarketing and the Internet to create awareness of the products, services and special offers. The campaign will focus on 19 markets throughout the company's Maine-to-Virginia service area. In addition, there will be local promotions of some products.

Keeler said the advertising will feature everyday household situations, and special promotions will focus on telecommuters and online households. "The broadcast advertising will include situations involving the traditional family with teens, work-at-home scenarios and roommates. All the spots have a central theme -- that our customers can communicate whenever and however they choose by using Bell Atlantic products and services. And there's no better time than now to take advantage of the savings."

The campaign is directed toward the following segments: mass audience, work-at-home, African-American, Hispanic and Asian-American.

Bell Atlantic is at the forefront of the new communications and information industry. With 42 million telephone access lines and eight 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.

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