AT&T to Kick Off Huge Marketing Blitz
In an attempt to reintroduce and breathe life back into the AT&T brand, the company will kick off a massive marketing campaign on News Year's Eve. SBC completed its acquisition of AT&T last month and adopted the name. The campaign is expected to cost up to $1 billion.
British rock band Oasis will provide a theme song for AT&T, and the company's logo will be plastered on billboards, airport signs and television commercials across the United States. In Times Square on New Year's Eve, AT&T will have ads covering the entire sides of buildings.
AT&T's famous slogan "Reach out and touch someone" will be replaced by "Your world, delivered." The new tagline is designed to emphasize the many facets of communication that AT&T handles, including voice over IP. Oasis' song is called "All Around the World."
Blogs will also play a role in jazzing up the AT&T brand. One advertisement will include a view of Earth from space with pictures of individuals communicating, and feature the words "Blogging, delivered."
AT&T will buy up television spots during primetime and for the college bowl games. The first commercial will run during "Dick Clark's New Year's Rockin' Eve 2006." Print ads will also be included in national newspapers, regional papers and on Web sites.