For Immediate Release: 20-Mar-2003
GUILDFORD, UKAvaya Inc. (NYSE: AV), a leading global provider of
communications networks and services for businesses, today launched
the UK phase of its global branding and advertising campaign.
Targeted at boardroom level executives and IT/telecommunications
decision-makers, the case study-based campaign is themed 'Reach
a higher plane of communication'. It aims to highlight how
Avaya improves business through (Internet Protocol) IP telephony
and technology applications that make communication easier. The
campaign complements Avaya's sponsorship of the 2002 FIFA World
Cup(TM), the FIFA Women's World Cup 2003 and the 2006 FIFA World Cup(TM)
tournaments. The sponsorship aims to increase understanding of the
company's brand by demonstrating the benefits of converged
communication technologies.* The campaign is rolling out in the UK from the end of March and
will build an understanding of Avaya's capabilities across its key
sectors. These sectors include IP Telephony, Contact Centers and
Services that deliver converged communication to benefit
businesses. IP telephony can help businesses reduce costs and
enhance productivity through greater functionality and mobility.
The branding and advertising campaign addresses the finance,
retail, government and utilities sectors. The campaign was created after extensive research amongst IT and
telecoms decision-makers amongst existing and potential customers.
The advertisements feature Alistair Barrie as the brand character
for the campaign. Barrie has appeared at the Edinburgh Festival and
as far afield as Ireland, Amsterdam, Sydney and Melbourne. Also,
the advertisements use customer case studies such as BUPA
International, the world leader in international health and care.
They will appear in national and trade print press, as well as
online media for the remainder of 2003. Commenting on the campaign, Tanya Steele, Avaya marketing
director for UK, Ireland and Northern Europe says: "We wanted a
creative advertising campaign that not only created awareness of
the Avaya brand but developed understanding of how the company's
communications technologies such as IP Telephony, can help
businesses. We urge businesses to use Avaya technology and services
to reach a 'higher plane' — where they can realise the full
potential of their communications networks to achieve superior
business results." The themes of this advertising campaign will be extended across
Europe, the Middle East and Africa in the form of an integrated
branding campaign including: public relations; direct marketing and
business partner marketing activities. Notes to Editors
You can see the branding and advertising campaign at: www.avaya.co.uk/ads
Photography is available on request. *Avaya's FIFA World Cup(TM) Sponsorship
Avaya implemented one of the world's largest converged telephony
and IT networks for the 2002 FIFA World Cup(TM) in Korea and Japan.
Tens of thousands of journalists, players, volunteers and other
participants used the Internet Protocol (IP) network to communicate
between tournament sites and worldwide. This reduced FIFA's
telephone bill and networking costs by an estimated $200,000 over
the month-long event. About Avaya
Avaya Inc. designs, builds and manages communications networks for
more than one million businesses around the world, including 90
percent of the Fortune 500. A world leader in secure and reliable
Internet Protocol (IP) telephony systems, communications software
applications and services, Avaya is driving the convergence of
voice and data applications across IT networks enabling businesses
large and small to leverage existing and new networks to enhance
value, improve productivity and gain competitive advantage. For
more information visit the Avaya Web site:http://www.avaya.com | 
