02.25.1996|Corporate

OMNITEL, ITALY'S FIRST PRIVATE GSM OPERATOR, LAUNCHES ITS NEW ADVERTISING CAMPAIGN

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FOR IMMEDIATE RELEASE
February 25, 1996

OMNITEL, ITALY'S FIRST PRIVATE GSM OPERATOR,
LAUNCHES ITS NEW ADVERTISING CAMPAIGN


Milan - Omnitel Pronto Italia, Italy's first private GSM operator,
announced today the launch of its new advertising campaign. One week
after introducing new tariff plans and two months after the launch of
its commercial service, Omnitel reaches out to consumers through a
multimedia advertising campaign developed by Saatchi & Saatch Italia
under the creative direction of Guido Cornara and Agostino Toscana.

The advertising campaign will start on RAI and Finivest television
channels and will then continue on radio, newspapers, magazines and
posters.

"The use of multimedia meets a specific need, that of reaching a
wide
audience," commented Vincenzo Novari, Director of Marketing, Omnitel
Pronto Italia. "For this reason we will integrate our advertising
campaign with an ever increasing number of below the line and
marketing communication activities."

The advertising film was produced in Australia using the most advanced
technologies and is based on an innovative concept, that of modularity.
The film can in fact be adapted to meet the company's various
communication needs: corporate or product publicity. By taking this
approach Omnitel can guarantee a uniformity in the message and in the
sensations it wishes to communicate. The theme of the TV advertising
campaign is based on the concept of "borderless
communications," i.e.
wireless communications, which offer people the freedom of keeping in
constant touch.

"After the launch of the commercial service, the inauguration of our
Spazio Omnitel stores and the launch of our new tariff plans,"
stated
Vincenzo Novari. "The advertising campaign developed by Saatchi
&
Saatchi represents a natural step for a company set to play a leading
role in the Italian market."

The advertising film produced under the supervision of Australian
director Wayne Maule is available in the 30, 45 and 50 seconds
versions, and depicts the flight of a dove, symbol of the freedom of
wireless communications. The flight of the dove links different
worlds and keeps different people in touch much the same way the
film's protagonist at the office is symbolically reunited - by means
of a cellular phone - with his family at the beach. The film's
soundtrack, specifically composed by Mauro Pagani for Omnitel, further
strengthens the atmospheres created by the Australian sun sets.

####

for more information, contact:

    Patrick Trancu, TT&A, Milan
    39-2-74-90-187
    Fax: 39-2-7381032

    Karen Ann Kurlander, Bell Atlantic International Wireless
    215-963-6822


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