BELL ATLANTIC NYNEX MOBILE LAUNCHES FIRST BRANDING TV AD CAMPAIGN

Bedminster, NJ — Today Bell Atlantic NYNEX Mobile, the leading wireless communication provider on the East Coast, will introduce its first broadcast ad campaign since the joint venture was finalized in July of 1995. The ad campaign marks the official launch of the corporate positioning advertisement strategy of Bell Atlantic NYNEX Mobile.

The first flight begins with one television spot, with a second spot to air in early May. Ads will run in the 12 major cities within the company's service area along the East Coast, from Maine to South Carolina. Plans also include three radio spots and print ads that are complementary in positioning Bell Atlantic NYNEX Mobile as a leader in superior coverage, knowledgeable people, and products and price plans to meet all wireless needs.

Set in a Bell Atlantic NYNEX Mobile retail store, the first spot focuses on two brothers purchasing cellular phones to meet their respective, personal communications needs. Through the banter of these brothers the Bell Atlantic NYNEX Mobile service offerings, such as voice mail and pricing plan options, are communicated to viewers. The second spot is also set in a retail store and features a father and daughter.

"Our new campaign reinforces our leadership position in the industry, highlighting our commitment to innovative, customer-focused products and superior service," says Executive Vice President and Chief Operating Officer Cynthia White. "Each spot in the campaign communicates what value really means from wireless customers' perspective--personalized service and the highest-quality product and network support, from the time they walk into our store until they press the "end" button on their phone."

The campaign was created for Bell Atlantic NYNEX Mobile by Bozell Worldwide of New York. Bozell is Bell Atlantic NYNEX Mobile's new agency of record. "This campaign rises to the challenge of competing in today's high tech marketplace," states Vice Chairman and Chief Creative Officer Jay Schulberg of Bozell Worldwide. "Our campaign illustrates the personal and professional benefits that consumers demand in a cellular product and represents a breakthrough image the new Bell Atlantic NYNEX Mobile must take as an industry leader."

With headquarters in Bedminster, NJ, BELL ATLANTIC NYNEX Mobile is the largest wireless service provider on the East Coast and the second largest provider in the United States. The company offers a full range of wireless voice, data, and paging communications solutions to its three million customers in the Northeast, mid-Atlantic, Southeast, and, through a separate subsidiary, in the Southwest. The company was formed in July 1995 through the combination of Bell Atlantic Mobile's and NYNEX Mobile's cellular operations. The new company has more than 5,000 employees.

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