Verizon Advertising Campaign Ushers in First Major Package for Voice and Web Access
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NEW YORK - Tomorrow, Verizon will launch an advertising and promotional campaign to tout the company's first package of services for its home-based customers. The company announced the new package in a news conference today.
The integrated campaign, under the theme "Consider It Done," will be seen in 11 of the nation's major metropolitan markets - New York City, Philadelphia, Los Angeles, Dallas, Tampa, Baltimore, Boston, Pittsburgh, Albany, Honolulu, and Washington, DC.
The campaign will promote a package that provides free home Internet service and free Mobile Web (tm) access through Memorial Day to residential customers of many Verizon telephone companies who make a one-year commitment to certain Verizon Wireless digital calling plans worth $29.95 per month, or who renew an existing plan. (Note to editors: See related Verizon news release dated today for details of the offer.)
"This campaign communicates to customers the benefits of the new Verizon," said Janet Keeler, Verizon senior vice president for brand management and marketing services. "Our advertising lets customers know that Verizon is a great new company bringing them a great new offer."
The mass market television and print campaign was developed and produced by Boston-based Arnold Communications. Parallel campaigns have been developed by La Agencia de Orci & Asociados for the Hispanic market, and by Burrell Communications for the African American market.
The campaign will use television and radio, newspaper, outdoor, direct mail and the Internet. In addition, point of purchase materials have been developed for use in Verizon Wireless and Verizon PhoneMart stores in the major markets. The advertising will run through the end of November, when the promotional period ends.
The campaign's "Consider It Done" theme signifies the simplicity and ease Verizon customers encounter when signing up for this new wired and wireless Internet package. It also represents the "Done" message Internet browsers send after a site or page has been downloaded.
"Our advertising shows consumers in a montage of everyday activities using the Internet for entertainment and family life, indoors and outdoors, at home and on the go. The creative executions reflect how customers want the Internet to benefit their lives and how they can use it to take greater control of their lives. The ads show that our customers can live their lives the way they want to thanks to Verizon's advanced technology," Keeler said.
Verizon Communications (NYSE:VZ), formed by the merger of Bell Atlantic and GTE, is one of the world's leading providers of communications services. Verizon companies are the largest providers of wireline and wireless communications in the United States, with 100 million access line equivalents and more than 25 million wireless customers. A Fortune 10 company with more than 260,000 employees and approximately $60 billion in 1999 revenues, Verizon's global presence extends to 40 countries in the Americas, Europe, Asia and the Pacific. For more information on Verizon, visit www.verizon.com.