BellSouth Extends Its Reach

BellSouth has wasted little time in launching its first campaign for long-distance service.

Broadcast and print advertising created by erstwhile agency Merkley Newman Harty & Partners in New York broke last week.

The Atlanta-based client’s new agency, Grey, through its Dark Grey division, handled media planning and buying. The budget is undisclosed.

The launch follows the May 15 decision by the Federal Communications Commission authorizing the company to enter long-distance markets in Georgia and Louisiana.

According to Alan Blount, Bellsouth’s vice president of advertising, the telecom has been trying to break into the competitive long-distance arena since 1996.

Using “Same company, longer distance” as a theme, the “awareness” campaign touts simple plans and straight-forward billing.

“One thing customers are fed up with is the long-distance wars,” said Blount.