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. "But we wanted to have a full array of services ready."
That includes data capability, which will be available before the end of December. It allows users to plug their phone into a PC to send and receive data. The company also expanded its geographic capabilities beyond the U.S.; its service is now available in 80 countries, Jeffery said. Globalstar costs range from $600, including the phone unit, to about $1,100, depending on the type of service purchased.
The radio, TV and print campaign respectively breaks on Imus in the Morning, ABC's Monday Night Football and in The Wall Street Journal and USA Today.
Globalstar executives said they are confident that the new advertising campaign can reach consumers "who need full international roaming, but who don't know about the product," Jeffery said.
Besides the "well-heeled business traveler," Globalstar's users include doctors in rural France, farmers in Brazil, where all phone service is sketchy, and the Los Angeles Police Department, whose cellular communication cuts out in Southern California's canyon areas, says Stein.