Unitel narrowcasts

Unitel Communications is using advertising targetted at two distinct groups to introduce Unitel Overseas, its new overseas calling plan for residential long-distance callers.The new service and the two campaigns were launched late last month.Heather MacPherson, Unitel director of advertising, says European...

Unitel Communications is using advertising targetted at two distinct groups to introduce Unitel Overseas, its new overseas calling plan for residential long-distance callers.

The new service and the two campaigns were launched late last month.

Heather MacPherson, Unitel director of advertising, says European countries, followed by Hong Kong, receive the highest number of overseas calls from Canada.

Advertising will be addressed to the mass overseas caller, with a separate effort focussed on the Toronto and Vancouver Chinese communities.

Unitel says the calling service, which has a monthly fee of $3, saves users a minimum of 15% off the local telephone company’s regular rate, or 20% for calls to Hong Kong.

The discount plan includes 123 of the most frequently called countries, a list which accounts for more than 90% of all overseas calls.

Users can also include one overseas Close Connections number, a no-fee service, and save at least 28% per call or 32% to Hong Kong.

Ogilvy & Mather in Toronto is behind the mass campaign, which includes 30- and 60-second national tv commercials, with some direct mail support.

Crimson, of Markham, Ont. is handling the Chinese-language portion.

Newspaper ads in Chinese publications will be followed by translated versions of the o&m tv spots during Chinese programming.

The campaign’s overall theme is savings, with the tagline: ‘Unitel Overseas. What in the world are you waiting for?’ PS