NEW YORK-Verizon Communications, formed by the merger of Bell Atlantic Corp. and GTE Corp., has begun an intense national advertising campaign touting the Verizon name to customers and the general public.
In addition, Verizon said it will begin a 12- to 18-month effort to change the name and logo on monthly bills, vehicles, buildings, marketing brochures, pay phones and Web sites. Customers who call Verizon’s business offices and service centers will also be greeted with the Verizon name.
“Our change to Verizon may be the largest re-naming campaign ever undertaken,” said Janet Keeler, senior vice president for marketing services and brand management for Verizon.
Keeler noted than many people already have heard the Verizon name since the company’s wireless division, Verizon Wireless, has been operating throughout most of the country since early April.
The advertising campaign, which will run through August, will include television and radio commercials, print and Internet ads and outdoor advertising.
In other news, RadioShack Corp. and Verizon Wireless reported a strategic alliance allowing RadioShack stores and participating dealers across the United States to market and advertise nationwide rate plans for cellular phone service beginning in November.
Verizon said it will enhance its national retail presence through a new RadioShack store-within-a-store, set to be rolled out next summer.
Prior to this agreement, Verizon Wireless services were offered in only about 40 percent of RadioShack stores.
Sprint Corp. signed an agreement with RadioShack in 1996 that gives Sprint access to 20 percent of RadioShack’s floor space for all Sprint services, including wireless service. The 10-year agreement precludes RadioShack from selling any competing wireless service that operates at the 1.9 GHz frequency. Verizon operates some markets at the 1.9 GHz frequency.
