PictureTel Launches First-Ever TV Ad Campaign

VIDEOCONFERENCING INDUSTRY LEADER TEAMS WITH CARMICHAEL LYNCH FOR ADS

DANVERS, Mass. -- April 15, 1996 -- PictureTel Corporation, the global
leader in videoconferencing, has begun a new advertising campaign designed
to capture the imaginations of middle and senior managers and make them
aware of the everyday business applications of videoconferencing.

The campaign -- with the theme Anywhere Now" -- was designed by Carmichael
Lynch of Minneapolis, one of the nation's leading consumer advertising
agencies. Among Carmichael Lynch's clients is the Boston Beer Company,
brewer of Samuel AdamsR Boston Lager. The campaign consists of print and
radio ads, direct mail and PictureTel's first-ever television spot.

In addition to the 60-second TV spot, the campaign includes two 60-second
radio spots, four print ads and a direct mail package.

According to William Agush, director of corporate communications for
PictureTel, the campaign demonstrates the value of videoconferencing as a
business productivity tool.

"We want prospective customers to understand that videoconferencing is a
mature technology that helps them get things done on a global basis," said
Agush. "As we say in the tag line at the end of the ads, PictureTel
videoconferencing enables you to be Anywhere Now." In fact,
videoconferencing already is established among America's largest
businesses. More than three quarters of the Fortune 500 corporations
already use videoconferencing to meet, collaborate and share information.

The campaign features half-page ads in regional editions of the Wall Street
Journal, and 60-second spots on local cable news and entertainment
programming, such as CNN, CNBC and A&E. The campaign was launched in San
Francisco, Seattle, Dallas and Atlanta on April 8, and will be expanded to
include other major national markets in the latter half of April and
throughout May.

In addition to making people aware of the benefits of videoconferencing as
an important communications tool, the ad campaign also includes a call to
action that invites prospects to attend a See for Yourself seminar, to be
held in seven major markets between late April and June. Prospective
customers can register to attend a seminar either by phone or through
PictureTel's World Wide Web site. The seminars are co-sponsored by the
nation's leading telecommunications companies, including AT&T, Ameritech,
GTE, Sprint and US West.

To help PictureTel achieve its marketing goals, Carmichael Lynch focused
its efforts on demonstrating how natural and simple it is to use
PictureTel videoconferencing. In Global Celebration, the campaign's
television spot, Carmichael Lynch sets the stage for PictureTel
videoconferencing by creating a global corporation with offices in Los
Angeles, New York, Germany and Australia. In the commercial, the company
is celebrating a major new piece of business. As each office celebrates,
they contact others using PictureTel group and desktop videoconferencing
systems to share the moment.

"Videoconferencing is a very powerful tool," said Jud Smith, Carmichael
Lynch creative director. "But rather than worshipping the machine, we've
aimed to show how using PictureTel videoconferencing becomes so
matter-of-course that it's used by successful people anywhere, anytime.

The campaign will be complemented by national print placements in CIO and
Forbes ASAP magazines, beginning this month, and direct mail packages
targeted to middle and senior managers working for selected corporations
in the targeted markets.

Carmichael Lynch is one of the leading national consumer agencies in the
United States. An independent, employee-owned advertising firm, Carmichael
Lynch's work has been honored by the American Association of Advertising
Agencies with A+ Awards in 1991 and 1993 and first runner-up status in
1992, 1994 and 1995. The agency serves a diverse list of well-known
clients throughout the United States, including Korbel Champagne; National
Car Rental; Harley-Davidson Motor Co.; Rollerblade, Inc.; Mack Trucks,
Inc.; Gateway 2000; and Schwinn Cycling & Fitness. The agency has built of
a client roster of great brand names that are succeeding by being the best
in their product category.

PictureTel Corporation is the world leader in developing, manufacturing and
marketing a full range of visual communications solutions. The company's
products serve videoconferencing needs from the desktop to the boardroom.
PictureTel also markets network products and a comprehensive portfolio of
enterprise-wide services. Additional PictureTel information is available
on the Internet at http://www.picturetel.com. PictureTel -- Anywhere Now.

Recent PictureTel news releases are available by calling 1-800-716-6000,
extension 4 (U.S. and Canada only).
 
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