Subject: [NEXTEL-1] Nextel Launches Inventive Brandn Crusade

From: [email-masked]
Date: Mon, 15 Sep 2003 08:09:57 -0400

Nextel Launches Inventive Brandn Crusade

UNCONVENTIONAL ADVERTISING MEDIA
AND VENUES LEVERAGE BOLD MESSAGING
DO-ers' Mindset Celebrated

September 2003 (Newstream) -- After an avant-garde, two-week advertising tease,
Nextel Communications Inc.  (NASDAQ:NXTL) will now boldly launch its new brand
with the action-driven persona that represents the wireless leader and its
get-it-done customers.

The Target:
Unabashed Doers.
People who start, finish and move onto the next thing.
People in a constant state of action.
People for whom a wireless phone isn't a fashion accessory -- but an action
necessity.
Don'ters: read no further.
The Theme:
In a word -- "Done." Others talk, we do. Nextel provides
instant mobile technology tools for consumers and business
professionals that require real-time action. Nextel. Done.™
The Color:
Yellow -- the emblem of action, optimism and accomplishment.
The Media:
Revolutionary, Never-Been-Done-Before Media TV, print, radio, web, direct mail and
outdoor, too.
The Agencies:
Creative - TBWA\Chiat\Day, New York.
Media Strategy and Placement - Mindshare.
The Creative:
It's bold, feisty, direct.
It's for Doers, not Don'ters.
It's for the "I am, Therefore I Do" crowd.
It's about getting it DONE.

The Ads:
DO check them out
The Quotes:
Said Nextel Senior Vice President of Marketing Mark Schweitzer:
"Our customers put a premium in getting things done, it's in their DNA."
"Nextel is the quintessential wireless performance brand that reflects the
ultimate multi-taskers."
"This get-to-the-point and get-things-done campaign mirrors the personality of
Nextel and our customers."
Editor's Note: Additional information about the advertising campaign is included
in the appendix (which is available by downloading the full press release from the
Assets column on the right).

Produced for Nextel
Contact:
Media
Chris Grandis, 703-433-3625
Audrey Schaefer, APR, 240-876-1588

Investors
Paul Blalock, 703-433-4300

http://www.newstream.com/us/story_pub.shtml?story_id=10589&user_ip=24.131.205.187

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