• by Laurie Sullivan  @lauriesullivan, August 5, 2008

The 2008 Beijing Olympics has ignited competition, at least for one U.S. wireless carrier. AT&T Mobility stepped up marketing of its international services on Monday to make consumers aware of expanded data and voice plans when traveling overseas.

The new global services provide consumers with international data discounts for smartphone and LaptopConnect users, increased global voice and data coverage, and global positioning system navigation with turn-by-turn directions in six of China's Olympic cities, as well as Western Europe and North America.

The overall marketing campaign touts AT&T as having the broadest international voice and data coverage, widest selection of phones, and the most reliable voice service abroad in more than 200 countries, and 150 countries for data.

"We want to drive awareness about our attractive international rates and educate customers about the importance of making sure their device is activated with international service," says Pamela Papner, executive director of marketing for international services. "We now have a 50-megabyte bucket for smartphone users and 200-megabyte bucket for laptop users."

Earlier this year, AT&T introduced a series of colorful advertisements as part of its multimillion-dollar international campaign to educate consumers about traveling abroad with wireless devices. Several playful print ads created by Omnicom-owned BBDO display at least one set of helping hands and a phone. In the China ad, the tagline "Works in over 200 countries, like China," for example, hangs above two hands holding a Research In Motion BlackBerry.

The campaign began with ads focused on Egypt, Japan and India, followed by China. The latest ads speak to consumers who are traveling to Italy, Caribbean and Brazil. Other countries are expected throughout the year. Print ads are running in national newspapers, in-flight magazines; and travel, business and consumer magazines. Out-of-home ads include billboards in 11 international airports, San Francisco's Embarcadero subway station, taxi toppers and bus stations.

An Omnibus survey of 1,000 U.S. consumers conducted by AT&T shows that while 61% of mobile phone owners are likely to take their wireless devices with them when traveling overseas, more than half didn't know whether their device would work outside the country. Also, many were unaware that international roaming costs extra.

AT&T, which sponsors Team USA athletes in the 2008 Beijing Olympics, says it will provide select family team members and 10 grand-prize winners of AT&T's "How Are You Connected" to Team USA sweepstakes with Samsung BlackJack II devices that have AT&T international wireless service.