Bell Atlantic TV ads plug mobile unit

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In an effort to appeal to a broader range of consumers, Bell Atlantic Mobile is launching an estimated $20 million branding campaign today.

Jim Gerace, Bell Atlantic Mobile VP corporate communications, said the advertising goes hand in hand with the opening up of the market to consumers.

"Because the market is going in that direction anyway, the campaign reinforces [that] we should be the first choice," he said.

Industry experts estimate a 20% market penetration for wireless, expected to increase to 40% or 50% in the next several years.

"Wireless phones cut across every demographic and age group," said Richard Levy, senior partner-creative director at Bozell Worldwide, New York, agency for the new drive.

TV spots feature a wide demographic range of consumers relying on mobile phones. One spot depicts office workers planning a surprise party with their phones.

Bell Atlantic corporate spokesman James Earl Jones narrates.

The network and cable TV effort will be supported by radio.

Copyright February 1998, Crain Communications Inc.

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