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FOR IMMEDIATE RELEASE
April 2, 1996
BELL ATLANTIC NYNEX MOBILE LAUNCHES
FIRST BRANDING TV AD CAMPAIGN
Bedminster, NJ -- Today Bell Atlantic NYNEX Mobile, the
wireless communication provider on the East Coast, will introduce its
first broadcast ad campaign since the joint venture was finalized in
July of 1995. The ad campaign marks the official launch of the
corporate positioning advertisement strategy of Bell Atlantic NYNEX
The first flight begins with one television spot, with a second spot to
air in early May. Ads will run in the 12 major cities within the
company's service area along the East Coast, from Maine to South
Carolina. Plans also include three radio spots and print ads that are
complementary in positioning Bell Atlantic NYNEX Mobile as a leader in
superior coverage, knowledgeable people, and products and price plans
to meet all wireless needs.
Set in a Bell Atlantic NYNEX Mobile retail store, the first spot
focuses on two brothers purchasing cellular phones to meet their
respective, personal communications needs. Through the banter of
these brothers the Bell Atlantic NYNEX Mobile service offerings, such
as voice mail and pricing plan options, are communicated to viewers.
The second spot is also set in a retail store and features a father
"Our new campaign reinforces our leadership position in the
highlighting our commitment to innovative, customer-focused products
and superior service," says Executive Vice President and Chief
Operating Officer Cynthia White. "Each spot in the campaign
communicates what value really means from wireless customers'
perspective--personalized service and the highest-quality product and
network support, from the time they walk into our store until they
press the "end" button on their phone."
The campaign was created for Bell Atlantic NYNEX Mobile by Bozell
Worldwide of New York. Bozell is Bell Atlantic NYNEX Mobile's new
agency of record. "This campaign rises to the challenge of
in today's high tech marketplace," states Vice Chairman and Chief
Creative Officer Jay Schulberg of Bozell Worldwide. "Our campaign
illustrates the personal and professional benefits that consumers
demand in a cellular product and represents a breakthrough image the
new Bell Atlantic NYNEX Mobile must take as an industry leader."
With headquarters in Bedminster, NJ, BELL
NYNEX Mobile is the largest wireless service provider on the East
Coast and the second largest provider in the United States. The
company offers a full range of wireless voice, data, and paging
communications solutions to its three million customers in the
Northeast, mid-Atlantic, Southeast, and, through a separate
subsidiary, in the Southwest. The company was formed in July 1995
through the combination of Bell Atlantic Mobile's and NYNEX Mobile's
cellular operations. The new company has more than 5,000 employees.
for more information, contact:
- Bell Atlantic NYNEX Mobile, Nancy Stark, 908-306-6762
The Weber Group, Inc., Pauline O'Keeffe, 617-661-7900