PrimeCo Personal Communications has invaded its markets with a new branding blitz and an out-of-this-world company icon.

The personal communication services carrier, which operates code division multiple access systems in 16 cities, has unveiled a series of television commercials featuring an animated alien - a personification of PrimeCo's pink logo - who has lost his wireless phone during a visit to Earth. When he returns to Earth to retrieve it, he finds that his planet's technology has been assimilated.

The campaign is intended to bolster brand image and loyalty while building on the carrier's existing "future technology" focus, said Karen Little, vice president of marketing at PrimeCo.

"We've tried to be consistent in putting a face on who PrimeCo is," Little said. "It really is the first time you're seeing a brand campaign that tries to differentiate itself in the wireless industry.

PrimeCo is asking its employees to submit ideas for the animated character's name, Little said.

MCI touts local phone rights MCI has hired David Horowitz, a veteran consumer rights advocate on California radio and TV, as its consumer adviser for local phone rights. Horowitz will lead a campaign for the IXC that will inform people on how to lobby state officials on opening local markets to competition.

Local competition hits Minnesota MCI last week introduced local calling for businesses in the Minneapolis-St. Paul area. The carrier will use its new switched local network facilities to provide the service to a six-county area.