With its new mciWorld brand, MCI offers a long-distance discount that varies from country to country on international calls every day during peak time.
Products and services that later may be part of mciWorld include additional savings plans on paging and long distance, Internet access and video teleconferencing.
To introduce mciWorld, MCI agency Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, created an estimated $5 million campaign tagged "mciWorld. For citizens of the world." Three 30-second spots will run on national broadcast, spot TV and cable; a heavy print schedule is also planned.
SPRINT INT'L TWIST
Sprint today also offers an international twist on Sprint Sense, its lead residential calling plan introduced almost a year ago. On the weekends Sprint will extend its 10 cents per minute calling plan to anywhere in Canada.
The marketer today breaks three humorous network TV :30s featuring Candice Bergen as the "Dime Lady." Spending on the ads from J. Walter Thompson USA, San Francisco, is estimated at $2 million to $3 million.