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In its biggest single U.S. media push since launching its mobile satellite-phone service in February, Globalstar is putting $10 million behind a new campaign from Grey Worldwide that breaks today and runs through this year.
The 15-second spot shows Earth as viewed from space, with white lines traversing the continents. A voiceover says: “Out of town? Out of touch? Out of cell range? You are now in Globalstar range. Globalstar. Above and beyond cellular.”
A branding campaign from the New York shop earlier this year carried the tag, “Above and beyond,” but Jeffrey Stein, worldwide account director on Globalstar at Grey, said the new tag emphasizes “the basic premise of the product”—its ability to place calls from and to anywhere.
“We started raising awareness and visibility,” said Mac Jeffery, a rep for Globalstar’s parent, Loral Space Communications, alluding to the earlier work.
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