Online Looms Large in New AT&T Campaign

AT&T will advertise extensively online as part of its giant 2006 brand campaign, ClickZ has learned.

The company declined to share details about the Web component in advance of a separate announcement scheduled for next week, but did say interactive ads will follow the look and feel of the offline campaign.

“There will be an extensive online component,” a company spokesperson said. “It is an important part of the campaign.”

The new AT&T, born from the November merger of SBC and AT&T, called the upcoming campaign the most aggressive in its history. In ads spanning TV, outdoor, print, Web and other media, the company will update its venerable brand with a new logo and tagline: “Your world. Delivered.”

An initial blitz on New Year’s Eve will include a digital billboard in Times Square and new TV spots on the “Dick Clark’s New Year’s Rockin’ Eve 2006” broadcast on ABC.

The ads will also play up AT&T’s Internet services. One of the campaign’s outdoor ad placement will contain the copy, “Blogging, delivered.” according to a report in The Wall Street Journal.

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