BtoB exclusive: Iridium to relaunch satellite service with b-to-b campaign

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Baltimore--Iridium Satellite L.L.C., the much-hyped global satellite service that was saved from a fiery end by an 11th hour sale will relaunch its service April 2 with a b-to-b print campaign. Iridium, under new ownership by an international consortium led by former Pan American veteran Dan Colussy, has hired ad agency GKV, Baltimore, to develop an advertising campaign with the tagline "Truly global, truly mobile" to promote the relaunch. In December, after failing to penetrate the consumer marketplace with a global ad campaign that included projecting the Iridium logo onto clouds, former owner Motorola Inc. was prepared to burn up the fleet of 66 satellites before selling it for $25 million. The original cost of the fleet was reported to be $6 billion. In a different strategy, the print campaign targets vertical industry segments, including maritime, construction, aviation, oil and gas, mining, government, leisure travel and disaster relief organizations. The budget for the campaign was not disclosed. Ads will run in several publications, including Business Week, Oil & Gas Journal, Engineering & Mining News, Yachting and Firehouse Magazine.
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