AT&T launches yearlong brand campaign

AT&T Dec. 31 launched its most aggressive brand campaign in its 120-year history, beginning with national television spots during various New Year’s specials.

The yearlong campaign includes advertising, a presence in marketing promotional initiatives and sponsorships – namely, partnerships with the U.S. Olympic Teams, the AT&T Cotton Bowl Classic and the AT&T Pebble Beach Pro-Am.

The company is not disclosing the cost for the campaign, said spokesperson David Moessner, but the logo will appear on more than 30 TV networks, 150 publications and 1,000 billboards in 2006.

At the center of the campaign is a new tagline to complement the changed AT&T logo: “Your world. Delivered.” The new logo features a transparent, three-dimensional globe with a lowercase “at&t.”

Television ads emphasize worldwide communication and feature the song “All Around the World” by the British band Oasis. In Missouri and the 12 other states in the former SBC region, customers will see ads promoting the changed name.

“If you were an SBC customer, we want you to know that while our name has changed, out company’s commitment to service has not,” said Moessner. “Our message is simple: Two great companies have come together to create a complete and secure network that delivers the varied needs of our customers.”

AT&T completed its merger with SBC in November and revived its traditional “T” ticker symbol on the New York Stock Exchange last month.

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