/REPEATING FROM YESTERDAY'S FILE FOR POINTS NEEDING/
/REPEATING FROM YESTERDAY'S FILE FOR POINTS NEEDING/ MCI ADVERTISING CAMPAIGN SEIZES ELECTION DAY MOOD FOR CHANGE; LAUNCHES OWN 100 DAY PLAN FOR BUSINESS ATLANTA, Nov. 3 /PRNewswire/ -- MCI Communications Corp.
(NASDAQ-NMS: MCIC) today introduced a comprehensive advertising campaign directed to American business that closely parallels America's Election Day mood for change.
Centerpiece of the multi-media campaign is MCI's blueprint for telecommunications changes in businesses -- "The 100 Day Report" -- a 24-page booklet to appear in newspaper inserts. National television advertising unveiling MCI's agenda for change begins during tonight's election coverage via spots appearing simultaneously on ABC, CBS, NBC and CNN. Subsequent broadcast ads will appear during national and local television news, news magazine and sports programming. Print ads will follow in national newspapers, national business publications and industry-specific media. "Election Day is a natural launching pad for MCI's blueprint for change," said Timothy F. Price, president of MCI Business Services. "Each of the presidential candidates acknowledged the nation's mood for change, and each has offered platforms that include new ideas for governing. "MCI's campaign also will inform business people seeking new communications approaches of timely opportunities for change. For example, enormous benefits to business will accompany the full-fledged competition in 800 service that's right around the corner. "AT&T is silent on the crumbling of this last vestige of long- distance monopoly. MCI will be vocal." Full competition in toll-free 800 service (effective March 1993) was recently mandated by the Federal Communications Commission in an "800 Portability" ruling that allows businesses the opportunity to switch long-distance carriers while retaining existing 800 numbers. The change means businesses will have more choices than ever before in selecting the 800 service that best meets their needs. They will also have the new opportunity to split 800 traffic among carriers while retaining the same 800 number, providing "two-carrier" insurance against an unforeseen network outage. The MCI advertising campaign began with television teaser ads Sunday and Monday calling attention to today's campaign launch. "The new messages we're introducing are not rooted in price discounting," Price added. "Rather, the underpinning of this campaign in articulating MCI's customer-minded culture, particularly MCI's responsiveness, finding customer solutions and adding value for businesses. "This campaign fits particularly well with MCI's mission since MCI introduced competition to the long-distance industry and has been a champion of innovation throughout its 24-year history." The "change" advertising campaign was developed for MCI by Messner Vetere Berger Carey Schmetterer of New York. MCI Business Services, headquartered in Atlanta, provides long- distance voice, data and video telecommunications services for the nation's mid-size and small business customers. MCI Communications Corp., with 1991 revenues of nearly $10 billion, provides domestic and global communications services through a state-of- the-art worldwide network. -0- 11/3/92 R /CONTACT: Steve Fox of MCI Business Services, 800-365-2275/ (MCIC) CO: MCI Business Services; MCI Communications Corp. ST: Georgia IN: TLS ADV SU:
BN-EA -- AT002 -- 2358 11/04/92 09:50 EST
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|Date:||Nov 4, 1992|
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