Calling Features Take Center Stage in Bell Atlantic Sales Promotion

Calling Features Take Center Stage in Bell Atlantic Sales Promotion

Advertising Campaign Touts 'Simple Savings Days'

January 13, 1998

the big winners during a special promotion period when the company
will provide a series of unique offers on the most popular calling
services.

"We're out to jump start the new year, by offering our customers
incentives to subscribe to some of the services that can help them
manage their busy lives," said Amy McIntosh, Bell Atlantic vice
president for Consumer Marketing. "Once customers sign up for
services like Caller ID, they can't live without them. Bell
Atlantic's Simple Savings Days is a convenient way of getting these
popular features at home. We'll be reminding our customers all over
the airwaves that the time is now to order the services that can be
tailored to their families' needs and wants."

During the promotion, which begins today and will run through
mid-April, residential customers can get special offers on certain
calling features or have them added to their lines with no connection
charges.

Telephone services highlighted during the Simple Savings Days
promotion will include Caller ID, Home Voice Mail, Three-Way Calling
and Call Waiting, among others. Also featured will be Call Manager,
which gives customers greater control over their incoming telephone
calls when they use the three most popular calling services: Caller
ID, Call Waiting and Home Voice Mail.

Customers ordering Caller ID during the promotion period will be able
to get a Caller ID display unit at no additional charge.

To communicate the additional savings to customers, the company today
is launching an advertising campaign that focuses on the value and
convenience of these services.

The ad campaign will include television and radio spots, direct mail
and bill inserts. In addition, the campaign will have executions to
reach the African-American and Hispanic markets. Ads and mailings in
each of the media will highlight the ease, simplicity and value of
Bell Atlantic's services.

According to Janet Keeler, Bell Atlantic vice president for Marketing
Communications and Brand Management, "The spots demonstrate in a very
familiar environment how Bell Atlantic's network can serve as a
powerful tool for consumers. And the most valuable things the network
can bring to people are convenience and control of their telephone
services, at affordable prices."

The general market campaign was developed by Arnold Advertising in
Boston; the African-American spots by Burrell Communications Group in
Chicago; and the Spanish executions, which feature Barbara Palacios,
Bell Atlantic's spokesperson for the Hispanic market, by HeadQuarters
Advertising in San Francisco.

Bell Atlantic - formed through the merger of Bell Atlantic and NYNEX -
is at the forefront of the new communications, information and
entertainment industry. With 40 million telephone access lines and 5.8
million wireless customers worldwide, Bell Atlantic companies are
premier providers of advanced wireline voice and data services, market
leaders in wireless services and the world's largest publishers of
directory information. Bell Atlantic companies are also among the
world's largest investors in high-growth global communications markets,
with operations and investments in 21 countries.