IT&E wants you to ‘Explore Your World’

Telecommunications company unveils rebranding effort

From left, IT&E marketing coordinator Michelle Camacho, IT&E marketing manager CNMI Natashia Tomokane, IT&E general manager Rose Soledad, IT&E graphic artist Jose Rabago, and IT&E art director Norman Del Rosario. (Bea Cabrera)

IT&E launched yesterday its new tagline “Explore Your World” and its new visual identity that completes the telecommunications company’s rebranding, in an effort to touch base with its dynamic target market.

The rebranding falls on the 10th anniversary of PTI Pacifica’s purchase of IT&E Overseas Inc. in 2008.

The tagline “Explore Your World” hopes to empower IT&E subscribers to articulate passions, rediscover old and learn new things, and inspire them to be always on-the-go with the use of technology in everyday life.

The new IT&E look is a modern take on the iconic latte stone symbol, expressing the shared culture of Guam and the CNMI. The IT&E logo and signature blue is retained, with a silver frame.

According to IT&E CEO Jim Oehlerking, the rebranding energizes IT&E’s image and reinforces its commitment to the community and its core values.

“From here, the public can look forward to future projects we have planned that will improve customer experience and bring the most advanced technology to Guam and the CNMI,” he said.

“We feel that the new tagline is an appropriate message and it focuses on everyone’s individual stories in their lives that they capture with their handsets,” said IT&E marketing manager Natashia Tomokane at the IT&E rebranding launch yesterday at IT&E office in Susupe. (Bea Cabrera)

Natashia Tomokane, IT&E marketing manager in the CNMI, said the new tagline, replacing “Life in Motion,” highlight the unique programs in each handset.

“We know our consumers have their own unique programs such as unique photos and stories that they hold in their handsets. We feel that the new tagline is an appropriate message and it focuses on everyone’s individual stories,” she added.

Prior to rebranding, IT&E launched its unlimited 4G lTE data called Freedom that is complemented by Guam’s only stack-able unlimited plan called Freedom +.

Tomokane said they had this promo for a limited time last year but IT&E eventually made it a permanent product.

“[Our] consumers…wanted unlimited and…we were able to deploy an unlimited plan and then, on top of that…you are able to get two more unlimited plans for a fraction of the costs. For example, if you have an $88-a-month plan. On top of that, you can add two more unlimited plans or two handsets for only $50 a month,” she added.

ITE&E Marketing and Product Development director Angela Rosario said that they have been working to make devices and services accessible.

“…From our student plan to our wide selection of postpaid and prepaid plans… We’re delivering the connections that matter by putting devices in people’s hands and giving them the ability to share, stream call and text without limits,” she added.

To celebrate the launch of the new brand, The John Dank Show, a popular rock-reggae band in Guam, wrote an original song, Explore Your World, which lead singer Frank McJohn described as a representation of who they are as a band and what IT&E is as a brand.

Danny Daniel, IT&E Brand and Public Relations senior manager, said the tagline, imagery, and song create an exciting message and experience.

To date, IT&E serves more than 90,000 subscribers on its 4G LTE data network in Guam and the CNMI and, according to Tomokane, a large percent of IT&E consumers are considered the millennials.

“A lot of our millennial customers here teach their parents how to use their phone. With that understanding, even parents and grandparents are starting to grasp the idea of using data when they talk to family and friends abroad and through live streaming they are able to attend graduations and other milestones in the family from afar,” she said.

Bea Cabrera Cabrera
Bea Cabrera, who holds a law degree, also has a bachelor’s degree in mass communications. She has been exposed to multiple aspects of mass media, doing sales, marketing, copywriting, and photography.

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