MCI's Award-Winning Serial Ad Campaign Concludes with a Twist: Dame Barbara Cartland Revealed as Author of "Apocalypse of the Heart"

Strategic Insights -

MCI's innovative serial ad campaign for networkMCI BUSINESS, featuring the fictional Gramercy Press publishing house, has come to an end with a surprising twist. During the final episode, it was revealed that the author of the bestselling novel "Apocalypse of the Heart" is none other than Dame Barbara Cartland, also known as Marcus Belfrey. This unexpected revelation added an engaging layer to the storyline, which has captivated over a million visitors to the Gramercy Press website since its fall-season premiere.

Key Takeaways:

  • MCI's "Gramercy Press" serial ad campaign has concluded after two successful seasons, with the final episode featuring a book launch celebration at the Guggenheim Museum.
  • The campaign has been a breakthrough for networkMCI BUSINESS, showcasing how technology can be used to level the playing field in today's competitive business world.
  • The advertising campaign was created by Messner, Vetere, Berger, McNamee, Schmetterer Euro RSCG, and featured a talented cast, including Scott Ross as the president of MCI Business Markets.
  • Dame Barbara Cartland (also known as Marcus Belfrey) was revealed as the author of "Apocalypse of the Heart" during the final episode, adding a surprising twist to the storyline.
  • The book will be available for purchase at bookstores nationwide, with in-store point-of-purchase displays referencing the MCI ad campaign.
  • Dame Barbara will host a book signing at Rizzoli Bookstore in Manhattan from 12:30 p.m. to 1:30 p.m.

Statistics:

  • Over 1 million visitors have visited the Gramercy Press website since its fall-season premiere.
  • Receptionist Darlene at Gramercy Press receives an average of hundreds of e-mail messages from admirers each week.
  • MCI has annual revenue of over $13.3 billion.
  • MCI is the world's largest carrier of international calling and a premier provider of data communications over the vast Internet computer network.
  • MCI's award-winning drama has generated a significant following, with several non-fiction job offers received by Darlene.

Sources:

  • "MCI Business Markets: MCI Unveils NEW YORK, June 30 /PRNewswire/, as part of its innovative serial ad campaign for networkMCI BUSINESS."
  • http://www.mci.com/gramercy/intro.html
  • "PR Newswire: MCI BUSINESS DEBUTS."
  • Scott Ross, president of MCI Business Markets, in an interview.
  • Random House Value Publishing, partnering with MCI to publish "Apocalypse of the Heart."