SouthernLINC Wireless Rolls out New Ad Campaign; TV, Radio and Print A

    Business Editors

    ATLANTA--(BUSINESS WIRE)--Feb. 28, 2005--SouthernLINC Wireless, the wireless communications service from Southern Company (NYSE: SO), today launched its new advertising campaign with television, radio and print ads appearing in Georgia, Alabama, Northwest Florida and Southeast Mississippi. The ads, which show off SouthernLINC Wireless's new logo and colors, are meant to appeal to both business owners and consumers alike.
    The TV and radio ads are a humorous take on an individual who is frustrated with wireless companies not looking out for his needs, so he starts his own company: "Bob's Cellular." He soon discovers that SouthernLINC Wireless, a company in his own backyard, is already available where he lives, works and plays. The ads were created by Atlanta-based advertising agency Kilgannon McReynolds.
    The print ads reflect the overall new look and feel of the recently re-launched brand. The images of various individuals are in black and white - and offer various unique angles - looking at the world a little differently. The only color in the print ads is the vibrant green that is used for SouthernLINC Wireless's new logo, a circle encompassing a stylized letter "L".
    "This campaign perfectly captures the new look and feel of SouthernLINC Wireless," said Julie Pigott, vice president of marketing and customer support. "We have always been known as a reliable wireless service in your neighborhood and now we have a fresh and modern look to complement our reputation."
    SouthernLINC Wireless is also rolling out new competitive service plans, which will appeal to its broadening audience in its dedicated southeast footprint.
    NOTE: Type www.southernlinc.com/green into your Internet browser to download the old and new logos.

    About SouthernLINC Wireless

    SouthernLINC Wireless covers 127,000 square miles in the Southeast, including major metro and rural areas in Alabama, Georgia, southeastern Mississippi and northwest Florida. Using Motorola's iDEN(R) technology, SouthernLINC Wireless combines multiple communication services into one phone or installed device including Instant LINC(SM) Mobile to Mobile, phone service, text messaging, wireless Internet access and wireless data. More information about SouthernLINC Wireless can be obtained by calling 1-800-818-LINC (5462) or visiting the SouthernLINC Wireless Web site at www.southernlinc.com.

    About Southern Company

    With more than 4 million customers and nearly 39,000 megawatts of generating capacity, Atlanta-based Southern Company (NYSE: SO) is the premier super-regional energy company in the Southeast and a leading U.S. producer of electricity. Southern Company owns electric utilities in four states, a growing competitive generation company, an energy services business and a competitive retail natural gas business, as well as fiber optics and wireless communications. Southern Company brands are known for excellent customer service, high reliability and retail electric prices that are 15 percent below the national average. Southern Company has been named three consecutive years No. 1 on Fortune magazine's "America's Most Admired Companies" list in the Electric and Gas Utility industry. Southern Company has been ranked the nation's top energy utility in the American Customer Satisfaction Index five years in a row. Southern Company has more than 500,000 shareholders, making its common stock one of the most widely held in the United States. Visit the Southern Company Web site at www.southerncompany.com.

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CONTACT: For SouthernLINC Edelman Rae Howard, 404-262-3000 rae.howard@edelman.com or John Moore, 404-262-3000 john.moore@edelman.com

KEYWORD: GEORGIA INDUSTRY KEYWORD: ADVERTISING/MARKETING CONSUMER/HOUSEHOLD RETAIL TELECOMMUNICATIONS PRODUCT SOURCE: SouthernLINC Wireless

Copyright Business Wire 2005