New 'My Circle' Integrated Advertising Campaign

[Ironwalt]

Alltel Corp. has added a news release to its Investor Relations website.

Title: Alltel Wireless Unveils New 'My Circle' Integrated Advertising Campaign; Robust nationwide campaign includes TV, radio, print, outdoor, online and Hispanic media
Date: 9/21/2006 9:39:00 AM


LITTLE ROCK, Ark.--(BUSINESS WIRE)--Sept. 21, 2006--Alltel
Wireless (NYSE: AT), America's largest network, has launched a fully
integrated advertising campaign to support the company's exclusive "My
Circle" feature. The new campaign, called "Sales Guys," is an
evolution of the popular "Icons" spots created by Campbell-Ewald
(Detroit) that debuted earlier this year.

"Sales Guys" represent four of Alltel's competitors who come
together out of their frustration over the success of "My Circle." The
campaign begins with traditional television, radio and print as well
as event marketing, Hispanic advertising and interactive elements
including online advertising and Webisodes.

The first national television advertisement within the "Sales Guy"
campaign, entitled "Food Court," showcases the four employees on their
lunch break discussing the impact of "My Circle," and concluding that
they must to do something to "stop it." "Food Court" will air
nationally on cable networks including MTV, TNT, ESPN, as well as on
Univision and Telefutura affiliates and more than 350 local network
affiliates in more than 60 DMAs.

The "My Circle" feature is exclusive to Alltel Wireless and is not
offered by any other national carrier. "My Circle" allows Alltel
Wireless customers to get unlimited free calls to and from the 10
phone numbers that matter most to them any time of day without the
restrictions associated with nights and weekends. "My Circle" numbers
can be any combination of wireless, home and office numbers located
anywhere in the United States, regardless of local phone company or
wireless carrier. These 10 numbers are in addition to customers'
mobile-to-mobile calling community and do not require a special
handset.

"We have had tremendous feedback on 'My Circle,'" said Laura Cook,
senior vice president of marketing communications for Alltel Wireless.
"This new integrated campaign continues the story of this
category-changing feature and the impact it has had on our customers
and on the wireless industry as a whole. These bold and entertaining
ads are a fun way to further spread the word on how 'My Circle'
enhances our customers' wireless experience."

The campaign also features an aggressive interactive component,
which includes online advertising as well as a variety of
light-hearted video and interactive experiences on select websites and
on alltelcircle.com. A series of Webisodes on alltelcircle.com
features Alltel's "Chad" visiting the "headquarters" of the
competition and engaging in humorous dialogue as he tries to reach
each wireless company's CEO to educate them about the benefits of "My
Circle" and how they can now all be friends.

In addition to the brand's integrated "Sales Guys" campaign,
Alltel Wireless is also leveraging its sponsorship assets with four
NFL teams and 12 partner universities via aggressive event marketing
platforms created to promote "My Circle."

Alltel's new "My Celebrity Circle" promotion gives Alltel
customers the opportunity to add four of the game's top wide receivers
- Arizona Cardinals' Larry Fitzgerald, Carolina Panthers' Steve Smith,
Cleveland Browns' Joe Jurevicius and New Orleans Saints' Joe Horn - to
their "Circle" of friends. Each player has a dedicated microsite on
alltelcircle.com complete with exclusive content and weekly podcasts.
Fans also have the chance to win prizes, including game tickets,
autographed memorabilia and VIP treatment for themselves and their
"Circle" of 10 friends.

On campus at 12 of its partner universities, Alltel is executing
its "My Own Game" program featuring college football personality Lee
Corso that gives one student at each school the chance to win the
ultimate college football experience - a college football game named
in his or her honor and tickets to that game for the winner and the
winner's "Circle" of 10 friends.

Alltel Wireless customers on select rate plans of $59.95 or higher
can sign up for "My Circle" online at alltel.com/myaccount. Once
registered, customers have the freedom to change their numbers online
at their convenience as often as they like - for free.

New and existing customers can find out more about Alltel's
exclusive "My Circle" feature by visiting their local Alltel Wireless
retail store or by logging onto www.alltelcircle.com.

Alltel is owner and operator of the nation's largest wireless
network and has more than 11 million wireless customers.



Alltel, NYSE: AT
www.alltel.com

[Etorres777]

Well as of October 2nd, T-Mobile will be the first national carrier to offer the similar feature. myFave.

[nKrypteD1]

Yeah but their's is only "5" we'll see what competition brings out in the near future.

[Etorres777]

Originally Posted by nKrypteD1

Yeah but their's is only "5" we'll see what competition brings out in the near future.

Well each has it's pros and cons. You can get the myFave at plans starting at $39.99 versus alltel at $59.99. On family plans with T-Mobile they won't include mobile-to-mobile for free but you can add it for $10 for all the lines, plus EACH number gets to choose five numbers for themselves versus alltel 10 numbers for everyone period.

[nKrypteD1]

Originally Posted by Etorres777

Well each has it's pros and cons. You can get the myFave at plans starting at $39.99 versus alltel at $59.99. On family plans with T-Mobile they won't include mobile-to-mobile for free but you can add it for $10 for all the lines, plus EACH number gets to choose five numbers for themselves versus alltel 10 numbers for everyone period.

How True, like I said competition will improve features for all Companies in the future.

[UFO]

I always figured that if a national carrier offered anything similar to MyCircle they would remove free Mobile-to-Mobile minutes, or at least charge extra for them as T-Mobile has done in addition to only giving 5 free numbers instead of 10.

Out of all the companies that could attempt to counter Alltel's offer, I'm surprised it was T-Mobile. It seems like T-Mobile is only available in the most urban areas. I would think T-Mobile and Alltel don't overlap in that many places. I've also heard that T-Mobile will boot you in a heartbeat if you use too many minutes and aren't considered as profitable as they would like. This seems like a counter-intuitive move on their part.

[Etorres777]

Originally Posted by UFO

I always figured that if a national carrier offered anything similar to MyCircle they would remove free Mobile-to-Mobile minutes, or at least charge extra for them as T-Mobile has done in addition to only giving 5 free numbers instead of 10.

Out of all the companies that could attempt to counter Alltel's offer, I'm surprised it was T-Mobile. It seems like T-Mobile is only available in the most urban areas. I would think T-Mobile and Alltel don't overlap in that many places. I've also heard that T-Mobile will boot you in a heartbeat if you use too many minutes and aren't considered as profitable as they would like. This seems like a counter-intuitive move on their part.

Both companies are offered in my area.

[Etorres777]

Originally Posted by nKrypteD1

How True, like I said competition will improve features for all Companies in the future.

I don't know about that, maybe with the smaller companies, but as far as Cingular and Verizon I haven't seen anything that's competitive.