ATLANTA-BellSouth Corp. launched a new advertising campaign touting itself as “the communications company that releases the power of e-Interaction.”
“We are moving the BellSouth brand into the e-space and clearly staking our position there,” explained William Pate, vice president of advertising and public relations for BellSouth. “You’re going to see ads around e-commerce and high-speed business data services, Web-based technology, and Wireless Application Protocol solutions.”
The initial public launch of the marketing effort began March 9 during top-rated shows on the major networks. The new campaign, which features six television spots and complementary print and outdoor executions, Internet advertising, phone kiosks and company vans, is the first corporate branding campaign created by advertising agency Merkley Newman Harty, New York, since it won the entire branding assignment in November of last year.
