The New AT&T Launches Unprecedented Brand Campaign
Multimedia Push to Strengthen Iconic Brand Delivers Pledge of Meaningful Innovation, Reliability, Fairness to All Customers
New Tag Line Unveiled to Accompany Revitalized Logo: “Your world. Delivered.SM”
SAN ANTONIO, Dec. 29, 2005 — When the ball drops in Times Square at midnight Saturday, consumers and businesses of all sizes won’t just begin a new year — they will be ushered into a new era of communications and entertainment, as the new AT&T launches the most ambitious and aggressive brand campaign in its more than 120-year history.
The multifaceted, yearlong campaign will further strengthen a fabled brand that is far and away the most recognized name in communications around the world, freshen its attributes, and reflect the strategic transformation under way at AT&T Inc. (NYSE:T). The campaign includes advertising, presence in marketing promotional initiatives, and sponsorships, which include AT&T’s recently announced Official Telecommunication Services partnership with the U.S. Olympic and Paralympic Teams, and related advertising that will run during the course of the upcoming Olympic Winter Games in Torino, as well as other promotional initiatives.
“The new AT&T will lead the industry in delivering the next generation of integrated solutions that deliver on the promise of virtually anywhere, anytime connectivity,” said AT&T Chairman and Chief Executive Officer Edward E. Whitacre Jr. “This campaign will bring to life our pledge to deliver the real and proven solutions that enable our customers — consumers, small businesses, federal government agencies, global and regional corporations — to take charge of their world.
“This campaign also reflects that the new AT&T delivers what customers want most — the latest technology and services, backed by quality, reliability and integrity — and that only the new AT&T delivers this combination of traits,” said Whitacre.
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The campaign’s first national television spot, “Eclipse,” will debut on Dec. 31 during various New Year’s specials including the live telecast of “Dick Clark’s New Year’s Rockin’ Eve 2006.”
From there, a robust multimedia campaign will roll out across a broad spectrum of electronic, print, online, out-of-home and nontraditional media appearing in more than 30 national and cable TV networks, more than 50 national magazines and newspapers, over 100 local and regional publications, and 1,000 billboards. The campaign will also include multicultural and international dimensions, including African-American, Hispanic and Asian advertising in major U.S. markets and ads in targeted global business publications.
In the coming weeks, the brand campaign will provide an umbrella for marketing new and enhanced products and services, as small and large businesses, government agencies and consumers swiftly realize the benefits of the new AT&T.
“Your world. Delivered.”
At the heart of the brand campaign is a new tag line to complement the revitalized AT&T logo: “Your world. Delivered.” The tag line was developed through an extensive program of research into what customers — from consumers to small and medium-sized businesses to global business and government enterprises — expected from the new AT&T. The research showed a remarkable 85 percent correlation across all customer groups as to what brand attributes are most highly valued.
“Our customers told us that, above all, there are three things they expect from us,” said Whitacre. “They want innovation that’s meaningful, that makes a real difference for them. They expect us to earn their trust by keeping our promises and standing behind our products. And they expect us to treat them fairly, with no surprises. ‘Your world. Delivered.’ is our way of pledging to all of our customers — from a teenager in California to the CIO of a global company — that AT&T’s passion to invent and SBC’s drive to deliver have come together to deliver what matters most in their lives.”
In addition to the new tag line, the ads also feature the hit song “All Around the World” by the popular British band Oasis. The flagship TV ad, “Eclipse,” shows images
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of the earth juxtaposed with shots of people worldwide communicating while an eclipse — symbolizing two companies coming together — forms the new AT&T. “Spread the Word” focuses on the many different ways people around the world communicate and connect today. A series of regional TV ads — dubbed “Street by Street” and “Behind the Wheel” — will air in the traditional 13-state footprint served by the former SBC Communications Inc., which last month acquired the AT&T Corp. to create the new AT&T. The ads reassure these customers that while the company’s name has changed, its people and commitment to service have not.
The new AT&T will support and expand upon this unprecedented brand campaign with a series of high-profile sponsorships, including its official telecommunication services sponsorship of the 2006 U.S. Olympic and Paralympic Teams, AT&T Cotton Bowl Classic and AT&T Pebble Beach Pro-Am, along with advertising as part of major sports and entertainment events.
The campaign launch is the latest in a series of milestones in the creation of the new AT&T. On Thursday, Oct. 27, SBC announced that it would adopt the AT&T name following merger close. On Friday, Nov. 18, upon completion of a 10-month regulatory approval process, the acquisition was closed and, on Monday, Nov. 21, the company unveiled its revitalized corporate logo as it began its first full day of operation as the new AT&T. The company began trading under the "T" symbol on the New York Stock Exchange on Dec. 1.
The new AT&T is now poised to lead the industry in one of the most significant shifts in communications technology since the invention of the telephone more than 120 years earlier — the deployment of integrated services based on Internet Protocol, giving customers access to virtually any services, via wireline or wireless networks and via any number of enabled devices such as mobile phones, PCs and hand-held digital devices.
About the New AT&T
AT&T Inc. is one of the world's largest telecommunications holding companies and is the largest in the United States. Operating globally under the AT&T brand, AT&T companies are recognized as the leading worldwide providers of IP-based communications services to business and as leading U.S. providers of high-speed DSL Internet, local and long-distance voice, and directory publishing and advertising services. AT&T Inc. holds a 60 percent ownership interest in Cingular Wireless, which is the No. 1 U.S. wireless services provider with more than 52 million wireless customers. Additional information about AT&T Inc. and AT&T products and services is available at www.TheNewATT.com .