Printer Friendly

NEW AD CAMPAIGN REFLECTS NEW NYNEX

 WHITE PLAINS, N.Y., Dec. 2 /PRNewswire/ -- NYNEX Corporation (NYSE: NYN) will introduce its "one brand, one enterprise" initiative Jan. 1, 1994 with a new style of advertising to help consumers make sense of breaking developments in the fast-paced communications field.
 Many of the ads will be topical, pegged to events that directly affect NYNEX customers. The line "NYNEX Right Now" will close each ad.
 The campaign will feature Emmy-award-winning news anchor Mary Alice Williams to help explain what's happening with the new NYNEX.
 "News and information have, in my lifetime, presented solutions to global issues," Williams said. "The technology NYNEX is bringing to the marketplace will provide personal solutions -- to people juggling work and family, to doctors in healing and educators in teaching. It will change the way we work and learn and give us more time for living. NYNEX represents the next wave in how people will use information."
 Williams, who becomes NYNEX's official spokesperson on Jan. 1, will appear in a series of 60-second television commercials which she will help write.
 Topics will focus on local events and range from the role of communications in disasters, such as the World Trade Center bombing, to how families are affected by the telecommunications revolution.
 The campaign will be continually refreshed throughout the year with new spots produced and aired within days of real events in which communications played a role.
 New NYNEX Style
 "We want the style of the campaign to be reflective of the new NYNEX," said Michael Clendenin, marketing communications, at NYNEX. "It will be fast-paced, quick turnaround advertising. It also will be focused on customers -- on what they need to know, as opposed to just what we want to tell them."
 To support quick turnarounds, NYNEX and its agency, Ogilvy and Mather, have set up special legal and network clearance procedures enabling fast-track approvals.
 The campaign's immediacy will be carried out with a fluid media plan. While certain spots will be produced for airing on a regular basis, emerging developments and new spots will determine the final media plan.
 Production techniques used in the television commercials combine advertising camera work with the rich informational content associated with journalism, blending the two to create a new genre of advertising.
 A series of radio spots and print ads, also using Williams as a spokesperson, will supplement the TV ads and speak to a broad consumer audience, including Hispanic and Chinese communities.
 In addition, there will be an initial campaign featuring a series of 15-second television commercials to acquaint customers with the use of the NYNEX brand name to unite all the company's businesses, products and services.
 The television campaign will break during New Year's Day bowl games and continue airing on high visibility events such as the Olympics.
 -0- 12/2/93
 /CONTACT: Glen Brandow of NYNEX Corporation, 914-644-7633, John Bonomo of NYNEX-New York, 212-395-7756, or Peter Cronin of NYNEX-New England, 617-743-4760/
 (NYN)


CO: NYNEX Corporation ST: New York IN: TLS ADV SU:

CK -- NY010 -- 9708 12/02/93 10:30 EST
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Dec 2, 1993
Words:504
Previous Article:MOTOROLA'S DRAGON I/68349 MICROPROCESSOR SUPPORTS MAGIC CAP AND TELESCRIPT; PROCESSOR RUNS GENERAL MAGIC, INC'S COMMUNICATION PLATFORMS
Next Article:NORTH AMERICAN MORTGAGE COMPANY REPORTS DECEMBER LOAN FUNDINGS OF $1.98 BILLION
Topics:

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters