Sprint Canada has launched a print and tv campaign targeted to Chinese-Canadians, the long-distance company’s first major effort directed to an ethnic market.
David Parkes, Sprint president and chief executive officer, says the company’s market research indicated that Chinese-Canadians were big users of long-distance services.
‘We have found from our current Chinese-Canadian customers that they are particularly good business for us,’ Parkes says.
‘They not only call back to their families in Hong Kong or Taiwan, but also keep in touch with friends and family in other parts of Canada and in the u.s.,’ he says
The advertising has been created in Mandarin and Cantonese and promotes Sprint’s The Most Worldwide product that offers up to 50% off three most frequently called numbers – one overseas, one in Canada and one in the u.s.
A 1-800 number figures prominently in all ads, along with value-oriented headlines such as ’39-cent flat-rate minutes to Hong Kong.’
The campaign is running in Chinese publications and on tv programming in Toronto, Vancouver and Calgary.
The advertising comes from Prime Advertising, of Toronto, Sprint’s Chinese agency-of-record.
Grey Canada is Sprint’s primary agency. PS
