AT&T Launches New Marketing Initiatives to 'Mobilize' Brand

full text:
New Advertising and Youth-Focused Campaigns Emphasize Chairman's Vision to Connect People to their Worlds Wherever they Live and Work
AT&T Inc. (NYSE:T) announced today the launch of new corporate advertising and marketing initiatives -- the next step in defining AT&T as the premier telecommunications company in the world.
For AT&T, the nation's largest wireless company, these campaigns follow initiatives undertaken in the past several months to underscore that AT&T is now a mobility-centric company capable of meeting the needs of today's mobile lifestyles. The new initiatives include:

  -- A New Brand-Advertising Campaign. On Sept. 11, AT&T will kick off the
     "Your Seamless World" corporate ad campaign featuring mobility services
     and situations that speak to the on-the-go lifestyle of today's
     consumers and businesses. The ads will convey a younger, edgier and
     more contemporary style -- all attributes closely associated with
     wireless. AT&T hired Wes Anderson, noted director of several
     award-winning movies, including "Rushmore," "The Royal Tenenbaums" and
     "The Life Aquatic with Steve Zissou," to oversee six new TV spots
     dubbed College Kid, Reporter, Mom, Architect, Actor and Businessman.
     The campaign will target both general and multicultural audiences and
     will also include online, print and outdoor advertising. In addition,
     an online extension of the campaign, the AT&T Souvenir Store, will
     launch in October. On the site, visitors will be able to enter the
     cities and states where they visit or have personal connections to
     create a unique name that identifies those locations as a group. For
     example, New York, San Francisco and South Dakota may become "New
     Sanfrakota." Visitors can then purchase their own personalized "Your
     Seamless World" merchandise, such as T-shirts and bumper stickers.
  -- An Online Interactive Initiative. On Sept. 24, AT&T will launch an
     innovative new campaign and Web site called "Digital World." Visitors
     to the site (at launch, it is available at
     http://www.att.com/\digitalworld) will be able to create a "digital
   personality" by using modules of color to express how they use their
   digital world. Users will be able to export their digital file to their
   online community pages for others to see. Those who opt in will also
   receive incentives and details about AT&T products and services that
   match their interests, such as special offers on text messages. This
   campaign, which will include print and online advertising, is an
   example of how AT&T is working to contemporize its image among younger
   audiences.
   -- A New Primary Corporate Color: Orange. Borrowing from its wireless
   group, AT&T has also embraced orange as the primary color in its
   palette; blue will remain the color of the corporate logo and function
   as a color in a secondary, complementary color palette. Ads, company
   signage and even the company's Web site are all undergoing a color
   makeover.

"The new initiatives are designed to highlight how AT&T helps connect people to their worlds wherever they live and work," said Randall Stephenson, AT&T chairman and CEO. "We want to ensure this message is reflected in our brand."
For more information: http://www.att.com/

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