AirTouch Cellular unveils new, innovative ad campaign; blind spokesperson shows how cellular is an easy call to make.SEATTLE--(BUSINESS WIRE)--June 10, 1996--AirTouch Cellular, formerly U S WEST Cellular, has completed its transition advertising campaign to familiarize customers with the AirTouch brand name and tonight debuts a new advertising campaign and spokesperson to dramatize dram·a·tize v. dram·a·tized, dram·a·tiz·ing, dram·a·tiz·es v.tr. 1. To adapt (a literary work) for dramatic presentation, as in a theater or on television or radio. 2. the idea that great cellular service is all about things you can't see. The campaign, which will be featured on prime time television beginning this evening, features Rick Boggs, an actor and musician who is blind, shooting basketballs, "driving" a car, buying lunch, and hitting in a batting cage Noun 1. batting cage - a movable screen placed behind home base to catch balls during batting practice cage baseball equipment - equipment used in playing baseball . Created by Chiat/Day, the "Easy Call to Make" spots are designed to break through the telecommunications advertising clutter with a memorable and distinctive approach never before taken for a mainstream service like cellular. In the introductory spot, Boggs shoots baskets while explaining that great cellular service isn't about a phone, but about things you can't see like customer service, clear calls and features that are easy to use. The spots end with a new tagline: "AirTouch Cellular -- an easy call to make." "We chose `easy' as our brand positioning because it's enduring, distinctive and gives employees a single focus when serving customers," said Julie Dexter dexter /dex·ter/ (deks´ter) [L.] right; on the right side. dex·ter adj. Of or located on the right side. Berg, executive vice president and general manager for AirTouch Cellular in the Northwest, Midwest and Rocky Mountain regions The Rocky Mountain Region is a floristic region within the Holarctic Kingdom in western North America (Canada and the United States) delineated by Armen Takhtajan and Robert F. Thorne. . "By promising customers that AirTouch will make cellular easier to buy and use we're carving out carving out Managed care adjective Referring to the practice of allowing healthy persons in small employer groups to buy lower cost health insurance policies, while workers who are sicker must buy more expensive high-risk pool coverage a unique position that will be difficult for competitors to match because it's based on a way of doing business involving systems, processes and people." Berg said AirTouch believes this approach will appeal to customers who are looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. ways to simplify their lives. She added that AirTouch already delivers on its brand promise through its directory assistance service "411 Connect," its roadside assistance service and fast, flexible customer care systems that let representatives quickly address customer questions in a single call. The first of four 30-second spots will air in all major markets during shows such as "The Tonight Show," "Chicago Hope," "Letterman," "Seinfeld," "Mad About You," "Dateline," and the early and late-night news. Radio and print campaigns will break later in June. AirTouch worked with the National Federation of the Blind The National Federation of the Blind (NFB) is an organization of blind people in the United States. It is the oldest and most likely largest national organization to be led by blind people. Its national headquarters are in Baltimore, Maryland. in developing the campaign. Other organizations for the blind also expressed interest in the spots which portray Boggs tackling a combination of everyday and more challenging activities. In focus group research, customers applauded AirTouch for the innovative concept and thought the ads portrayed cellular service as more than just a phone. AirTouch Cellular is the brand name of U S WEST NewVector Group. Based in Bellevue, Wash., NewVector has cellular operations in 12 midwestern, western and southwestern states and serves more than 1.4 million customers. The company is part of the U S WEST Media Group (NYSE NYSE See: New York Stock Exchange :UMG UMG Universal Music Group UMG Universidad Mariano Gálvez de Guatemala (Mariano Galvez University of Guatemala) UMG Upgraded Metallurgical Grade (silicon) UMG Unlicensed Medical Graduate ), which is involved in domestic and international cable and wireless networks, directory publishing and interactive multimedia services. U S WEST Media Group is one of the two major groups that make up U S WEST Inc. The company's other major group, U S WEST Communications, provides telecommunications services In telecommunication, the term telecommunications service has the following meanings: 1. Any service provided by a telecommunication provider. 2. to more than 25 million customers in 14 western and midwestern states. CONTACT: Lisa Bowersock, 206/603-7427 206/718-LISA (U S WEST Cellular AccessLine) |
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