Unitel, Lion King cross promotion tie-in

Unitel Communications, still seeking a lion's share of the long-distance market in Canada, has recruited a celluloid cat for its latest cross promotion.Unitel and Walt Disney Home Video have teamed up to offer $20 cash to consumers who buy a copy...

Unitel Communications, still seeking a lion’s share of the long-distance market in Canada, has recruited a celluloid cat for its latest cross promotion.

Unitel and Walt Disney Home Video have teamed up to offer $20 cash to consumers who buy a copy of the Lion King video – if they switch their long-distance service to Unitel.

The $20 will be sent to Lion King purchasers who mail in the insert enclosed in the video cassette sold at any retail outlet in Canada.

George Harvey, vice-chairman of Unitel, says families are big users of long distance phone services, adding company research shows the cross promotion will help his company reach this important market.

Unitel is supporting its $20 cash offer with tv spots on ctv and cbc.

Consumers can also get the $20 cash back if they switch to Unitel using the toll-free number shown on the insert or through its direct-response tv campaign.

The Lion King, which hit Canadian store shelves March 3, is expected to be the best-selling home video in Canada ever.

This is the second time Unitel and Disney have joined forces. The last time involved the video release of Snow White and the Seven Dwarfs. DC