The campaign, developed by Faction Media, Denver, will include print, online and out-of-home ads. It carries the theme, “Avaya + Nortel = Exponentially Better.”
“We want to increase awareness of the merger of Nortel Enterprise Solutions into Avaya among Avaya's current customers and Nortel's current customers, as well as prospective customers,” said Laura Misdom, director of global brand management at Avaya. “We also want to highlight the added benefits our customers can expect to realize from the integration of the two companies.”
Those benefits include the combined expertise of the two telecommunications giants, increased innovation and an expanded product portfolio, Misdom said.
Print ads will run in newspapers and business and technology magazines, including Fortune, Network World, USA Today and The Wall Street Journal.
The ads will feature the Ayava and Nortel logos, with copy reading, “Avaya and Nortel Enterprise Solutions have combined their expertise and suite of innovative products and services. Together, we'll provide the simplest and most advanced open standards-based communications systems in the world.”
The campaign will also include online ads on business and technology sites, and a microsite at avaya.com/better, where customers can learn more about what the merger means.
Avaya will also run out-of-home ads in major metropolitan markets.
The campaign will launch this month in the U.S. and Canada, followed by a global launch in January. The budget is undisclosed.
“We are really looking to make a bold statement in the marketplace,” Misdom said. “Now is just the first step in building a bridge in defining what the new company is.”