Despite conducting a review for its corporate advertising and business, Ameritech launched its first unified branch identity in its five-state region through consumer calling agency Tatham Euro RSCG, Chicago. The campaign, which could be worth close to $10 million, is expected to reach more than 90% of the company’s 12 million customers in Illinois, Wisconsin, Michigan, Ohio and Indiana. The identity changes all will link the single Ameritech brand to the 23 separate identities.
The mix includes newspapers, TV, billboards, and radio and is expected to run through early October.
Of the different media, outdoor seems to be unique. In Chicago, Ameritech plans to have a board that has Illinois Bell painted on it. The 3-D board will have a fake painter on the outside which will move a little bit each day to reveal more of the Ameritech logo.
Copyright Adweek L.P. (1993)