Vodafone Omnitel to Rebrand

Italy's Vodafone Omnitel has agreed to rebrand, and drop the Omnitel name - becoming plain Vodafone. Omnitel, established in 1995 as Italy's first private mobile telephony operator, joined the Vodafone Group in 2000. The first rebranding operation took place in January 2001 when the Company took on the Omnitel Vodafone name. This was followed in June 2002 with the changeover to Vodafone Omnitel. The migration process is now about to be completed with adoption of the single Vodafone brand.

The operation will involve the entire distribution chain, which is to be called Vodafone One, whilst the Omnitel logo will continue to be used in its current form, alongside the Vodafone logo, only in certain customer communications.

From May 13 a thriller-type film advertising the new Vodafone Live! services will mark the switch to the new brand. The advert, the first to be created for Vodafone Italia by J. Walter Thompson, follows the classic structure of a thriller. The film creates tension and suspense, getting the viewer more and more involved until the final turn of events."

Posted to the site on 15th May 2003