Cingular Wireless launched an innovative new national advertising campaign today, reflecting its position as the nation's biggest wireless carrier with more than 46 million customers and the nation's largest digital voice and data network. The company's new tagline: "Raising the Bar."
Cingular, a joint venture between SBC Communications Inc. and BellSouth Corp., unveiled a new look for the company -- which includes the existing orange Cingular logo, followed by the word "Cingular" written in blue. The new campaign will also leverage the signal bars that have been a signature of the most recent AT&T Wireless advertising campaign.
"'Raising the Bar' is more than a tagline -- it's about providing the type of service that customers expect from their wireless company," said Marc Lefar, chief marketing officer of Cingular. "The most tangible example of how Cingular is 'Raising the Bar' is the newly combined network -- the largest digital voice and data network in the United States. Cingular is calling it the 'Allover' network. People will quickly begin to see more bars in more places."
Cingular's "Allover" network covers more than 268 million people with digital voice and data service.
The new advertising campaign, created by BBDO Atlanta and BBDO New York, is now under way on national TV, national and local newspapers, radio and Internet.
In initial broadcast advertising, Cingular's "x" logo and AT&T Wireless' logo will be animated to show the joining forces of the two companies. This allows Cingular to effectively make transitional use of the AT&T Wireless brand.
Cingular completed its merger with AT&T Wireless on Oct. 26.