MOTOROLA SPREADS 'WINGS' CAMPAIGN.
HFN: The Weekly Newspaper for the Home Furnishing Network, April, 1998 by Lewis, Jeff
SCHAUMBURG, Ill.--Motorola has launched its largest advertising initiative to date, a $100 million-plus brand awareness campaign called "Wings."
The first 60-second TV spots aired April 19 on several broadcast and cable television networks, including NBC, ABC, FOX, ESPN and USA among others.
The campaign, which features a Motorola logo that "flies," was developed following a year-long market research study.
Rather than focus on a single Motorola product, the campaign seeks to reinforce the company's image for many different products, said Rob Pollack, a Motorola vice president and marketing director.
Featured in the ads will be cellular phones, pagers and personal use two-way radios. Print ads, which started running earlier this month,...
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