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The Southern Company launches national TV ad campaign

Issue 3 and Volume 101.

The Southern Company launches national TV ad campaign

The Southern Company has launched the first major national television advertising campaign for a U.S. electric utility, according to The Southern Company reports. The campaign made its debut on television Jan. 20, 1997, and it has been running in print since November 1996. The $10 million campaign highlights The Southern Company`s experience in more than 30 countries on four continents, as well as its financial performance and its customer satisfaction rating.

The Southern Company, based in Atlanta, Ga., supplies electricity to a region of more than 11 million people in a four-state area in the southeastern United States. The company also operates facilities that provide electricity to customers in England, Argentina, Chile, Trinidad and Tobago, and the Bahamas. The new advertising campaign is aimed at business leaders, financial analysts and large consumers of power. These groups, The Southern Company research has shown, are already identifying the most efficient utilities–power producers that exhibit the traits of businesses operating in highly competitive environments.