Sprint PCS: Civilizations campaign
Allison PorterOverview
Personal communications service (PCS), which used digital technology to provide clearer wireless phone connections, arrived on the heels of wireless analog cellular service. The Sprint Corporation launched its PCS in late 1996 with the campaign "Civilizations," created by advertising agency Hal Riney & Partners of San Francisco. The campaign gave the public its first introduction to digital telecommunications as well as kicking off the new Sprint PCS. The initial budget was estimated at between $20 and $30 million for national television, radio, and print advertising.
Historical Context
Sprint PCS was founded in 1996...