Cingular Wireless Partners With Sears' Fiesta Mobile And Launches Nationwide Customer Campaign

Tour of Hispanic Festivals in 14 U.S. Cities Features Renowned Artist Romero

Britto; Benefits National Hispanic Foundation of the Arts



Apr 30, 2001, 01:00 ET from Cingular Wireless

    ATLANTA, April 30 /PRNewswire/ -- In a move that capitalizes on its
 coverage in nine of the top ten Hispanic markets nationwide, Cingular Wireless
 today announced its partnership with Sears Roebuck & Company in its 2001
 Fiesta Mobile program which will visit 14 U.S. cities and 10 Hispanic
 festivals.  Now in its sixth year, the Sears Fiesta Mobile program consists of
 two customized motor homes with multimedia capabilities offering interactive
 games, sweepstakes, prizes, signage and musical events to festival-goers at
 Hispanic events across the country.  Cingular's introduction of  "The Cingular
 Experience" at the Sears Fiesta Mobile builds on the company's brand message
 of self-expression with the tagline, "Dilo" ("Just say it") in a variety of
 ways.
     The Cingular Experience features a custom-designed canvas by famous Latin
 American artist Romero Britto that invites consumers to "express" themselves
 with a drawing, doodle or written word for a one-dollar charitable donation to
 the National Hispanic Foundation of the Arts.  Festival-goers can also have a
 photo taken with the life-sized playful orange character derived from
 Cingular's logo, a stylized dotted X, featuring a cartoon-style erasable
 thought bubble overhead allowing people to express themselves.
     In addition, two "Phone Carriers" will walk through the crowd dressed in
 Cingular suits that will allow them to display numerous mobile phones.
 Visitors may use the activated phones to call friends and families from the
 event.  And a Spin 'n Win game wheel offers festival-goers fun prizes and
 promotional giveaways.
     "Cingular's nationwide efforts to reach out to Hispanics as part of the
 Sears Fiesta Mobile program, demonstrates our commitment to the Hispanic
 communities in our markets," said Greg Roberts, Cingular marketing director of
 consumer segmentation.  "At Cingular, we are not just about technology --
 we're about the innate human need to be heard and recognized.  Our goal is to
 enhance the human tools of expression, not replace them."
     The 2001 Sears Fiesta Mobile tour kicked off at Miami's Calle Ocho
 Festival in March and since then has been visiting Sears stores and Cingular
 stores throughout the country, including Fiesta Broadway on Sunday, April 29th
 in Los Angeles.  The next festival stop on the U.S. Hispanic tour will be the
 Cinco de Mayo Festival in Los Angeles.
     The 14 targeted Hispanic markets are: Los Angeles, Miami, Houston,
 Chicago, San Diego, Dallas, San Antonio, Washington D.C., Las Vegas, Stockton
 (CA), Modesto (CA), Sacramento and San Francisco/San Jose.  The Hispanic
 festivals in which the 2001 Sears Fiesta Mobile will participate include the
 Taste of Chicago and Pan-American Festival in Chicago, and Houston's Festival
 del Cafe.  In addition, the Sears Fiesta Mobile will visit more than one
 hundred Sears stores and 25 Cingular stores in key Hispanic markets on its
 national tour.
     Cingular has also recently launched several other Spanish-language
 initiatives, including "Mi Ventana Movil," the first Hispanic wireless
 Internet portal offered by a wireless carrier in the United States.  The
 wireless portal, accessible from a mobile phone or personal computer, includes
 calendar, shopping, e-mail, address book and instant messaging.  Last week the
 company also announced a Spanish-language Web site, www.cingulardilo.com ,
 which mirrors its www.cingular.com site and provides the same corporate and
 technological information.
     Approximately 48 percent of Hispanics in the U.S. have a mobile phone,
 which is equal to approximately 16 million people, according to Cheskin
 Research.
 
     About Cingular Wireless
     Cingular Wireless is the second largest wireless carrier in the U.S., and
 is dedicated to self-expression and customer-friendly service. As a leader in
 mobile voice and data communications, Cingular, a joint venture between SBC
 Communications and BellSouth, currently serves more than 20 million customers
 nationwide.  Cingular offers customers advanced technologies in simple, cost-
 effective ways that permit them to tap the creative potential of wireless
 through their own self-expression.  Details of the company are available at
 www.cingular.com .
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X44178132
 
 

SOURCE Cingular Wireless
    ATLANTA, April 30 /PRNewswire/ -- In a move that capitalizes on its
 coverage in nine of the top ten Hispanic markets nationwide, Cingular Wireless
 today announced its partnership with Sears Roebuck & Company in its 2001
 Fiesta Mobile program which will visit 14 U.S. cities and 10 Hispanic
 festivals.  Now in its sixth year, the Sears Fiesta Mobile program consists of
 two customized motor homes with multimedia capabilities offering interactive
 games, sweepstakes, prizes, signage and musical events to festival-goers at
 Hispanic events across the country.  Cingular's introduction of  "The Cingular
 Experience" at the Sears Fiesta Mobile builds on the company's brand message
 of self-expression with the tagline, "Dilo" ("Just say it") in a variety of
 ways.
     The Cingular Experience features a custom-designed canvas by famous Latin
 American artist Romero Britto that invites consumers to "express" themselves
 with a drawing, doodle or written word for a one-dollar charitable donation to
 the National Hispanic Foundation of the Arts.  Festival-goers can also have a
 photo taken with the life-sized playful orange character derived from
 Cingular's logo, a stylized dotted X, featuring a cartoon-style erasable
 thought bubble overhead allowing people to express themselves.
     In addition, two "Phone Carriers" will walk through the crowd dressed in
 Cingular suits that will allow them to display numerous mobile phones.
 Visitors may use the activated phones to call friends and families from the
 event.  And a Spin 'n Win game wheel offers festival-goers fun prizes and
 promotional giveaways.
     "Cingular's nationwide efforts to reach out to Hispanics as part of the
 Sears Fiesta Mobile program, demonstrates our commitment to the Hispanic
 communities in our markets," said Greg Roberts, Cingular marketing director of
 consumer segmentation.  "At Cingular, we are not just about technology --
 we're about the innate human need to be heard and recognized.  Our goal is to
 enhance the human tools of expression, not replace them."
     The 2001 Sears Fiesta Mobile tour kicked off at Miami's Calle Ocho
 Festival in March and since then has been visiting Sears stores and Cingular
 stores throughout the country, including Fiesta Broadway on Sunday, April 29th
 in Los Angeles.  The next festival stop on the U.S. Hispanic tour will be the
 Cinco de Mayo Festival in Los Angeles.
     The 14 targeted Hispanic markets are: Los Angeles, Miami, Houston,
 Chicago, San Diego, Dallas, San Antonio, Washington D.C., Las Vegas, Stockton
 (CA), Modesto (CA), Sacramento and San Francisco/San Jose.  The Hispanic
 festivals in which the 2001 Sears Fiesta Mobile will participate include the
 Taste of Chicago and Pan-American Festival in Chicago, and Houston's Festival
 del Cafe.  In addition, the Sears Fiesta Mobile will visit more than one
 hundred Sears stores and 25 Cingular stores in key Hispanic markets on its
 national tour.
     Cingular has also recently launched several other Spanish-language
 initiatives, including "Mi Ventana Movil," the first Hispanic wireless
 Internet portal offered by a wireless carrier in the United States.  The
 wireless portal, accessible from a mobile phone or personal computer, includes
 calendar, shopping, e-mail, address book and instant messaging.  Last week the
 company also announced a Spanish-language Web site, www.cingulardilo.com ,
 which mirrors its www.cingular.com site and provides the same corporate and
 technological information.
     Approximately 48 percent of Hispanics in the U.S. have a mobile phone,
 which is equal to approximately 16 million people, according to Cheskin
 Research.
 
     About Cingular Wireless
     Cingular Wireless is the second largest wireless carrier in the U.S., and
 is dedicated to self-expression and customer-friendly service. As a leader in
 mobile voice and data communications, Cingular, a joint venture between SBC
 Communications and BellSouth, currently serves more than 20 million customers
 nationwide.  Cingular offers customers advanced technologies in simple, cost-
 effective ways that permit them to tap the creative potential of wireless
 through their own self-expression.  Details of the company are available at
 www.cingular.com .
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X44178132
 
 SOURCE  Cingular Wireless

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