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DIRECTV SELECTS LINTAS:CAMPBELL-EWALD AS NATIONAL ADVERTISING AGENCY

 DIRECTV SELECTS LINTAS:CAMPBELL-EWALD AS NATIONAL ADVERTISING AGENCY
 DETROIT, May 12 /PRNewswire/ -- Hughes Communications, Inc., the world's largest private satellite owner and operator, has named Lintas:Campbell-Ewald as its national advertising agency to help launch DirecTV(SM), its revolutionary new direct-to-home satellite entertainment distribution system. The DirecTV service, scheduled to start in early 1994, has an initial advertising and marketing budget of nearly $40 million.
 Lintas, which will service the DirecTV account from its Los Angeles office, will handle all national print, broadcast and marketing communications initiatives to consumer and trade audiences.
 "During our account review, Lintas:Campbell-Ewald demonstrated superior strategic strength and creative excellence as well as the ability to deliver integrated marketing solutions to enhance the launch of this revolutionary new service," said Eddy Hartenstein, senior vice president for Hughes Communications and head of DirecTV.
 Pete Dow, president of Lintas:Campbell-Ewald, acknowledged the significance of the announcement. "We're honored to be selected as the agency to help launch this exciting new service," Dow said. "We believe that DirecTV will change the way television entertainment is received by the American consumer. It's a rare occurrence when such an advertising challenge is presented and we'll utilize all of our creative and strategic capabilities to make DirecTV a nationwide consumer success," he added.
 Lintas:Campbell-Ewald employs nearly 800 people and is an operating unit of Lintas:Worldwide, the world's sixth-largest agency network with 179 offices in 50 countries.
 U.S. billings for Lintas exceeded $1.7 billion in 1991. Current clients include Coca-Cola USA, IBM, General Motors Corporation, Ameritech, Princess Cruises, Sara Lee, Lever Brothers, and Johnson & Johnson.
 DirecTV will be the nation's first high-power direct-to-home satellite distribution system. The new service will provide consumers unprecedented convenience and access to a wide variety of entertainment programming by offering more than 100 channels to households equipped with low-cost, 18-inch satellite receivers.
 In February of this year, Hughes Communications contracted with Indianapolis-based Thomson Consumer Electronics to provide the DirecTV consumer receiving units under Thomson's RCA brand name. The receiving system will be distributed through retail consumer electronic outlets and cost less than $700.
 DirecTV is a business unit of Hughes Communications, Inc. Hughes Communications, a unit of GM Hughes Electronics (NYSE: GMH), owns and operates five C-band Galaxy satellites and three Ku-band satellites, SBS 4, SBS 5 and SBS 6. The first DirecTV satellite will be launched in December 1993 with service beginning in early 1994.
 -0- 5/12/92
 /CONTACT: Thomas M. Bracken of DirecTV, Hughes Communications, 310-535-5027; or Craig Denton of Lintas:Campbell-Ewald, 310-914-2200/
 (GMH) CO: Lintas:Campbell-Ewald; Hughes Communications, Inc.; GM Hughes
 Electronics; DirecTV ST: Michigan, California IN: ADV TLS ENT SU:


KK-SB -- DE017 -- 9101 05/12/92 11:48 EDT
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Publication:PR Newswire
Date:May 12, 1992
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