Bell Atlantic: Into the Future With New Corporate Advertising Campaign

September 19, 1996

Bell Atlantic: Into the Future
With New Corporate Advertising Campaign

Customers see a new company poised to meet every communications need

ARLINGTON, Va. -- It is a growing demand among the millions of communications customers along the East coast: Offer us packages that include local, long distance, cellular, data, Internet and video services. Make them affordable. Deliver them with one call. And offer them now.

Bell Atlantic has been listening. And in a new corporate image advertising campaign unveiled today, the company demonstrates it's poised to be more than the community's trusted local telephone provider. A series of powerful messages shows Bell Atlantic has grown into a fierce competitor, ready to guide customers into the future by focusing on their communications needs.

Two 30-second television commercials will debut tonight during the networks' hottest prime time programs, in the eight major media markets serving Bell Atlantic customers. Companion print ads debut today; transit ads will appear in the same markets beginning in November. (See a new print ad.)

"The ads look different because we intend to be different," said Patrick C.G. Coulter, vice president - corporate communications, Bell Atlantic. "Creative images dramatize that Bell Atlantic has the resources and the technology to carry our customers into the future."

The ads were developed by Bell Atlantic Corporate Advertising and Saatchi and Saatchi. The television campaign features the trusted voice of spokesman James Earl Jones. This is the company's first television campaign shot in black and white, a medium enjoying a resurgence in popularity in music videos and avant-garde films.

"This campaign is about the limitless possibilities of your ideas," Coulter said. "When you have a thought, we'll give you the communications services to bring it to fruition."

Coulter noted that this initial launch marks phase one of a three-phase advertising campaign. "Phases One and Two will characterize how we're changing our focus to meet customer needs even better and to carry our customers into the future," he noted. "In Phase Three, we'll join our partners at NYNEX to introduce you to the new company that will bring you those services from Maine to Virginia."

The new Bell Atlantic ads will appear in the New York metropolitan area, Philadelphia, Pittsburgh, Baltimore, Washington, D.C., Charleston/Huntington, W.Va., and the Richmond and Tidewater areas of Virginia.

Bell Atlantic Corporation (NYSE: BEL) is at the forefront of the new communications, entertainment and information industry. In the mid-Atlantic region, the company is the premier provider of local telecommunications and advanced services. Globally, it is one of the largest investors in the high-growth wireless communication marketplace. Bell Atlantic also owns a substantial interest in Telecom Corporation of New Zealand and is actively developing high-growth national and international business opportunities in all phases of the industry.


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