Verizon opens new ad effort

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Verizon Communications, New York, the new telco giant comprised of the recently merged Bell Atlantic Corp. and GTE Corp., breaks the first portion of a $300 million corporate image campaign Aug. 1. The effort is a collaboration between Lord Group, New York; Temerlin McClain, Irving, Texas; Burrell Communications, Chicago; and La Agencia de Orci & Asociados, Los Angeles. Actor James Earl Jones, Bell Atlantic's spokesman since the early 1990s, is featured in a 30-second spot explaining the merger. In the spot, Mr. Jones assures customers that they'll continue to receive the same quality and clear transmissions. Print, breaking in daily newspapers and magazines will feature Verizon employees. The campaign, including outdoor, online and radio, will run through August. The new TV campaign kicks off a 12- to 18-month effort to change the logo and company name on bills, service vehicles, buildings, pay phones and marketing collateral.

Copyright August 2000, Crain Communications Inc.

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