Bell Atlantic Mobile Casts Net For Wireless Customers Even Wider With New Advertising Campaign

BEDMINSTER, NJ — In a multimedia advertising campaign that breaks today, 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 wireless."

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 Fleetwood Mac.

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:; on global operations visit: