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News
AT&T Prepares New Campaign, iPhone Launch
Sunday, May 20th, 2007 at 4:00 PM - by John Martellaro
AT&T is preparing a new branding campaign, new store signage, new point of sales materials, and is preparing for a highly anticipated iPhone launch, the company announced on Sunday.
AT&T announced its new branding campaign based on research that consumer awareness of AT&T is high and "ahead of expectations." The branding moves AT&T to the forefront and adds the phrase "formerly Cingular."
The store makeovers are critical to the scheduled June launch of the Apple iPhone. Simultaneously, AT&T is setting up kiosks in the stores promoting high speed Internet, TV (IPTV), and wireless services. In some markets, AT&T is rolling out a new "Experience Store," a format that encourages customer interaction in the store and may be taking a page from of Apple’s own retail stores.
A new TV ad, "Russian Dolls," now airing in 22 states uses a high-tech nesting Russian doll as a metaphor for the company’s claimed seamless integration of TV, Internet and wireless services.
The new branding and ad campaign are intended to communicate that AT&T is a leader in wireless, communications and entertainment services. It appears that AT&T will be using the eagerly awaited iPhone launch to punctuate that statement.
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