SouthernLINC Wireless - Press Releases

SouthernLINC Wireless Launches New Broadcast Ad Campaign
Commercials Promote Reliability of Wireless Communications During Hurricane Ivan

ATLANTA (October 11, 2004) - SouthernLINC Wireless®, the wireless communications service from Southern Company (NYSE: SO), has launched a new advertising campaign highlighting the company's proven, reliable communications infrastructure during Hurricane Ivan.

The television campaign, which launches today, will run on stations throughout SouthernLINC Wireless's southeast footprint with a heavier focus in the Gulf region. The poignant spots feature actual accounts from two Florida residents who relied on SouthernLINC Wireless to stay connected when other communications systems were rendered useless by the devastating hurricane.

Scott Laurent, a SouthernLINC Wireless technician, recalls how friends and neighbors came over to ask if they could use his SouthernLINC Wireless phone to call their loved ones. In a separate spot, Jay, Fla.-resident and SouthernLINC Wireless customer Steve Allen speaks to SouthernLINC Wireless employees' willingness to go out of their way to ensure their customers' communications connections remained up and running. Allen works for Cooperative Propane, which helped during the restoration process.

The radio ads feature Rodney Johnson, SouthernLINC Wireless's vice president of sales and distribution, discussing how every one of the company's cell sites remained standing during Hurricane Ivan, and details how the towers are specifically designed to withstand gale force winds. In another spot, Johnson and Laurent recall the importance of being a good neighbor and what it means to SouthernLINC Wireless to be an integral part of the communities it serves.

"The new advertising campaign, which will reach millions of people over the next three months, is targeted toward business owners and consumers in the Southeast regions," said Julie Pigott, vice president of marketing for SouthernLINC Wireless. "These stories enable SouthernLINC Wireless to highlight its reliability and effectiveness, even during inclement weather. Our network dependability is a key differentiator and a clear benefit to all our customers."

The campaign was developed by Kilgannon McReynolds, an Atlanta-based full-service advertising agency that has worked with SouthernLINC Wireless since 1996. In addition to television and radio, the messages from this campaign will be used in customer communications and in Web/interactive mediums. More information about SouthernLINC Wireless's performance during hurricane Ivan and the advertisements from the new campaign are available on www.southernlinc.com/hurricane.

About SouthernLINC Wireless
SouthernLINC Wireless, a Southern Company (NYSE: SO), is an Atlanta-based regional wireless carrier covering the major metro and rural areas in Alabama, Georgia, southeastern Mississippi and northwest Florida. SouthernLINC Wireless bundles multiple communication options into one phone including push to talk, cellular 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 4.3 million customers and more than 41,000 megawatts of generating capacity, Atlanta-based Southern Company (NYSE: SO) is the premier energy company serving the Southeast, one of America’s fastest-growing regions. A leading U.S. producer of electricity, Southern Company owns electric utilities in four states and a growing competitive generation company, 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 significantly below the national average. Southern Company has received the highest ranking in customer satisfaction among U.S. electric service providers for seven consecutive years by the American Customer Satisfaction Index (ACSI). Visit our Web site at www.southerncompany.com.