SAN ANTONIO, Texas-AT&T Inc. said it will launch the biggest marketing campaign in company history to re-establish its brand and tout its offerings, which soon are expected to include a wireless offering running on subsidiary Cingular Wireless L.L.C.’s network.
The company, which was formed by SBC Communications Inc.’s recent purchase of AT&T Corp., will mount a year-long effort using the slogan “Your World. Delivered.” AT&T is expected to spend hundreds of millions on the campaign, which kicks off with television commercial during New Year’s Eve broadcasts Saturday night.
The move marks a kind of coming-out party for AT&T, which adopted its name following SBC’s acquisition of AT&T in November. AT&T owns 60 percent of Cingular, which itself completed a $41 billion acquisition of AT&T Wireless Services Inc. in 2004.
AT&T is looking to gain traction in the rapidly converging world of wireless carriers, cable TV companies and local and long-distance phone service providers. The carrier plans to offer wireless services using Cingular’s network in an attempt to leverage AT&T’s brand equity.
“In the coming weeks, the brand campaign will provide an umbrella for marketing new and enhanced products and services, as small and large businesses, government agencies and consumers swiftly realize the benefits of the new AT&T,” the company said in a prepared statement.
