Bell Atlantic Mobile Casts Net For Wireless Customers Even Wider With
New Advertising Campaign
Ads Underscore Wireless 'Is for You'
May 19, 1999
BEDMINSTER, NJ -- In a multimedia advertising campaign that breaks
Bell Atlantic Mobile showcases wireless as the preferred method of
communication for all consumers, whether they're mobile or at home.
With the positioning line "It's for You," the television ads
show consumers enjoying the benefits of wireless service from Bell
Atlantic Mobile for today's on-the-go lifestyles.
With 6.4 million customers, Bell Atlantic Mobile already has a leadership
position in the wireless industry. However, as wireless enters its next
phase of growth into the mass market, Bell Atlantic Mobile is positioning
itself to claim a significant share of the nearly 75 percent of U.S.
consumers who have yet to purchase wireless service.
Backing up its promise that "wireless is for everyone," Bell
Atlantic Mobile features a number of products and services in its new
campaign. Early adopters who plan to cut the cord from their landline
phone and go "all wireless" could opt for one of Bell Atlantic
Mobile's popular SingleRateSM plans, which feature varying amounts of
bundled minutes with no roaming or long distance charges -- all for one
predictable, flat rate. For consumers wanting the convenience of wireless
without a monthly bill, they can choose MobileMinutes?, Bell Atlantic
Mobile's pre-paid service. Regardless of the service plan, all Bell Atlantic
Mobile customers gain the quality benefits of the company's superior
wireless network -- the largest on the East Coast.
"Our current array of wireless services is designed to make wireless
a clear option for consumers to use in conjunction with their landline
phone or even as a replacement," said Debra Carroll, vice president
of marketing for Bell Atlantic Mobile. "With this new campaign,
we are showing consumers how wireless service really has become
synonymous with staying connected, and we're inviting them to sign on
for the service plan that gives them the level of accessibility they're
seeking -- from the company that has revolutionized the way people use
The advertising, created by Bozell Worldwide's New York office, depicts
people from all walks of life enjoying the benefits of the company's
wireless service. Complemented by a voiceover from long-time
spokesperson James Earl Jones, the spots graphically illustrate how Bell
Atlantic Mobile is changing the way consumers use wireless The spots
are underscored with popular music, the first featuring a blues rendition of
"Don't Stop Thinking About Tomorrow," popularized by
Starting today, the first in a series in the "It's For You"
campaign will appear in heavy rotation on spot and cable television
programs. In addition, several product-related print ads will run in
magazines such as Time, Newsweek, Sports Illustrated, BusinessWeek,
Your Money and Kiplinger's Personal Finance.
In the New York, Boston, Washington/Baltimore and Pittsburgh markets,
Bell Atlantic Mobile was named leader in overall customer satisfaction
among wireless users, according to the prestigious J.D. Power and
Associates 1998 U.S. Wireless Customer Satisfaction Studysm.
Bell Atlantic Mobile owns and operates the largest wireless network in the
East, covering 120,000 square miles, and the largest chain of retail outlets
devoted exclusively to wireless voice, data and paging. Based in
Bedminster, NJ, Bell Atlantic Mobile has 6.4 million customers and 8,000
employees from Maine to Georgia and, through a separate subsidiary, in
the Southwest. Through its "Wireless at Work..." community
service program, the company uses its technology to help individuals and
communities improve security and emergency communications. Bell
Atlantic Mobile's parent, Bell Atlantic Corporation (NYSE:BEL) is one of
the world's largest wireless communications companies, with domestic
operations in 25 states and international investments in Mexico, Europe
and the Pacific Rim. For more information on Bell Atlantic Mobile visit:
www.bam.com; on global operations visit: