Alltel begins customer-centric brand advertising campaign
April 28, 2005
LITTLE ROCK, Ark. - Alltel will begin a new brand advertising campaign May 1 built around industry-leading promises that focus on customer satisfaction. The new campaign includes television, print, radio and outdoor advertising that will convey Alltel's commitment to treat customers fairly and with respect.
"This effort will demonstrate that Alltel is a customer ally that listens carefully to what our customers want and gives them what they need," said Frank O'Mara, executive vice president of marketing for Alltel. "Customers want to be treated with fairness and respect by a wireless carrier that provides top-notch service. In response, we are making three promises to our customers that demonstrate our commitment to acting in their best interests."
The three brand promises, all wireless industry firsts, are:
- Automatic Minute Back - An automatic one-minute credit for any call dropped on the Alltel network. This promise is a both a statement of confidence in the superior quality of Alltel's network and a commitment to accountability.
- Anytime Plan Changes - The freedom to change rate plans at any time without changing contracts. This promise means Alltel customers will be able to take advantage of the best rate plan for their changing needs without penalty.
- Unlimited Calls Home - The ability to call home free from a wireless phone on select plans. This promise emphasizes Alltel's commitment to families.
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The campaign's first television commercial, which begins airing May 1, introduces the Automatic Minute Back promise. Subsequent commercials will highlight the other promises.
Campbell-Ewald of Detroit, Alltel's primary advertising agency, developed the brand campaign.
"Alltel is staking out a distinctive market position that directly addresses what customers want from a communications company," said Jeff Scott, president of integrated account services for Campbell-Ewald. "It does that by building on one of Alltel's strongest attributes - its superior commitment to meeting customers' needs - and by showing, in a humorous way, how customers react when they experience the Alltel difference."
Alltel is a customer-focused communications company with more than 13 million customers and $8 billion in annual revenues. Alltel provides wireless, local telephone, long-distance, Internet and broadband services to residential and business customers in 27 states.
For additional information contact:
Andrew Moreau 501-905-7962
Vice President - Corporate Communications
andrew.moreau@alltel.com
David Avery 501-905-5876
Corporate Communications Staff Manager
david.avery@alltel.com
Alltel, NYSE: AT
www.alltel.com
