Verizon Launches Advertising for Innovative 'Veriations' Package of All Communications Services
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NEW YORK - There's no better song than The Beatles' "All Together Now" to tout Verizon's new "Veriations All" package, which includes all of the company's products and services at a discount and on one bill.
Advertising starts today across New York state and in the Boston market. The lyrics of The Beatles' popular 1968 hit "All Together Now" are the theme customers will hear and see throughout all the campaign.
Veriations All is Verizon's innovative and comprehensive package of telecommunications services for consumers - including local and toll phone service, Verizon Long Distance, Verizon Wireless, and high-speed Verizon Online DSL Internet access - which is available on one bill. The package will be introduced today in New York and Massachusetts.
(NOTE: See related news release, "Verizon Revolutionizes Communications Service for Consumers with One Package, One Call, One Bill for Local, Long-Distance, DSL and Wireless.")
Advertising to support the Veriations All plan will include television, radio, print, in-store merchandising, direct mail, bill inserts and other media. The advertising campaign was created by DraftWorldwide New York.
"We couldn't find a better fit with our Veriations All plan than The Beatles' song," said Marquita Carter, Verizon executive director of Marketing Communications. "Not only is the title a great match, but the tone of the song is upbeat and festive. And that's the takeaway we want for our customers when they hear about Veriations All. We want customers to know they can now get all the telecom services they need from Verizon with the convenience of one bill and 'All Together Now' says that in a way only the Beatles could do."
One fast-paced 30-second TV commercial will announce the Veriations plan, and two 60-second TV spots, one featuring Verizon spokesperson James Earl Jones, will be rotated in as the campaign continues. Two 60-second radio ads will be used. About four million direct mail pieces will be sent to Verizon customers in the two states.
Initial mass media advertising is scheduled for New York City, Albany, Binghamton, Buffalo, Elmira, Syracuse, Utica and Watertown in New York state and in the Boston area. Advertising will expand to New Jersey and Pennsylvania in September when the Veriations All plan becomes available there. Ads will appear in other markets as the plan is rolled out to other states served by Verizon.
The Veriations All campaign will use the Verizon corporate advertising tagline, "Make progress every day," and will run through the end of October. For more details, see the Veriations All press kit
Verizon Communications (NYSE:VZ) 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 135.1 million access line equivalents and 30.3 million Verizon Wireless customers. Verizon is also the largest directory publisher in the world. With more than $67 billion in annual revenues and approximately 241,000 employees, Verizon's global presence extends to more than 40 countries in the Americas, Europe, Asia and the Pacific. For more information on Verizon, visit www.verizon.com.