Boomerang Mobile Media Launches Cellphone-Based Marketing Service; New Media Company Kicks Off Service at Association of National Advertisers.

NAPLES, Fla. -- Annual Conference with First-Time Wireless Phone Giveaway

Boomerang Mobile Media today launched its new cellular-based marketing service with a first-time, free wireless phone giveaway at the 2004 Association of National Advertisers (ANA) Annual Conference here in Naples, Florida this weekend.

Based in Sarasota, Fla., Boomerang Mobile Media is a cellular-based media company that provides interactive marketing communication services to marketers and advertisers. The company helps businesses deepen their relationships with their customers by producing opt-in, interactive marketing programs and promotions to mobile phones and wireless devices. It is headed by senior advertising industry luminary Lou Schultz and by Glenn Field, a technology expert and entrepreneur who has successfully launched several businesses, including two that have gone public.

To demonstrate the highly personal, interactive and impactful nature of its services, Boomerang Mobile Media has placed 600 advanced LG wireless phones (model G4015) with voice and data services provided by AT&T Wireless - preloaded with 200 minutes of calling time - in the registration kits of ANA attendees. When participants dial a special ANA phone number, they will be greeted by the voice of ANA President Bob Liodice welcoming them to the conference, and will receive a text message directing them to a specially programmed ANA 'micro-communication site' - a web site specially programmed and formatted to properly fit a wireless phone's smaller screen.

The phone give-away is the first promotion of its kind for the ANA and is believed to be the first targeting senior members of the advertising industry.

Via the micro-communication site, attendees will have real-time access to complete information about the conference including the daily agenda, program details and other important news happenings at the event. Participants will even receive reminder text messages for key programs and have access to any last minute changes or updates made to the itinerary. As a bonus, attendees will be able to keep their cell phones after the conference, and after one month convert them over to an AT&T Wireless account or use them as a prepaid phone. Boomerang will also accept returns of phones for those that do not need them.

"Boomerang Mobile Media helps marketers to extend their relationships with customers by providing innovative, cellular-based communications and promotional campaigns that stand out from traditional advertising," said Mr. Schultz, Chairman, Boomerang Mobile Media. "Our services fall into a marketplace that is huge and growing."

Revenues for mobile marketing are expected to reach over $5 billion by the end of 2005. There are currently 169 million cell phone subscribers, a number that will grow to 182 million by the end of 2005, according to Merrill Lynch.

"This demand provides a prime initial market for our new services," said Mr. Schultz, one of the most dynamic and respected figures in the media communications industry with leadership positions at both Campbell-Ewald and Lintas during his 30-year career. "Our initial client list shows the great demand that already exists for these services," he said listing DefJam recording artist Ghostface, whose micro-communication site offers users the chance to win party passes, autographed CDs and backstage VIP passes for fans during this year's Projekt Revolution Tour via their cell phones.

"With 600-plus attendees, the 2004 ANA Annual Conference is the largest ever, making it the perfect place to launch our company and services to advertising's biggest players," said Mr. Field, founder and CEO, Boomerang Mobile Media. "Instant gratification is the paradigm of wireless marketing. Our programs provide immediate response and complement companies' existing advertising and marketing programs with highly interactive mobile campaigns. Compared to conventional advertising vehicles, Boomerang Mobile Media delivers better results and a significantly improved return on investment."

Mr. Field has 20-plus years of experience in starting and growing businesses. He is a serial entrepreneur who has founded eight successful companies in the software, entertainment, professional services and real estate areas.

How It Works

With Boomerang Mobile Media, businesses can maximize the marketing potential of any live event, be it a rock concert, a state fair, a football game, the Fourth of July Fireworks or the New Year's Eve Celebration in Times Square, by encouraging greater participation from attendees or participants.

Each marketer is assigned a unique phone number and given a customized micro-communication site. This specially designed web site has been formatted by Boomerang Mobile Media to properly fit on a cell phone or wireless device screen. The phone number is exposed during the course of any live event or via traditional advertising. When the consumer dials in, he or she is greeted with a personalized voice message, often from a celebrity or marketer, inviting them to opt in to view special content (the micro-communication site) and interact with the system.

Via this site, users get messages and information and are invited to play interactive games, enter contests, get additional information and even make purchases. Consumers can opt out of the system at any time to stop receiving messages.

Boomerang Mobile Media helps marketers to engage people at a specific point in time and then allows them to maintain an ongoing dialog. Users must opt in to remain in touch with an organization, giving marketers unprecedented opportunities to continue to market to those consumers - at their request.

The company has leapfrogged traditional text messaging technology by allowing the use of any wireless provider. Literally all 169 million U.S. cell phone subscribers can be addressed round-the-clock.

Boomerang Mobile Media's services fall into six main categories: live events, information services, commerce/retail, promotions, data tracking and database maintenance. While its services are appropriate for any marketing application, the company is initially focusing its efforts on developing applications and clientele in the real estate, marine, entertainment, health care, publishing, automotive and beverage industries. The company will respond to additional opportunities as they present themselves.

About the ANA

The Association of National Advertisers, Inc. is the industry's premier trade association dedicated exclusively to marketing and brand building. Representing more than 300 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising, the Association's members market products and services to consumers and businesses. Founded in 1910, the ANA maintains offices in New York City and Washington, D.C.

About Boomerang Mobile Media

Boomerang Mobile Media (www.boomerangmobile.net) is a cellular-based media company that provides interactive marketing communication services to marketers and advertisers. The company helps businesses deepen their relationships with their customers by producing opt-in, interactive promotions to mobile phones and wireless devices. It helps companies to improve their brand equity by engaging consumers in marketing campaigns that stand out from traditional print, broadcast and web-based advertising. The privately held company is based in Sarasota, Fla.

Editor's Note: Photos and biographies of Glenn Field and Lou Schultz; as well as a JPG image of Boomerang Mobile Media's logo are available by contacting KCSA Public Relations or visiting the Boomerang news bureau at www.kcsa.com.