Bell Mobility is pulling out all the stops for the launch of its new wireless PCS Plus personal communications service, entering the market with an integrated campaign valued at more than $10 million.

PCS Plus, which features a dual-mode handset that shifts seamlessly between the 1.9 GHz digital PCS network and Bell’s regular analogue cellular network, kicked off simultaneously in Toronto, Ottawa, Montreal and Quebec City. Bell Mobility says a business customer now using 200 minutes of cellular airtime a month can save 20% to 25% by switching to PCS Plus.

PCS Plus phones sell for $99 to $299, while basic monthly airtime plans range from $30 for 100 minutes to $100 for 500 minutes.

The PCS Plus campaign was created by Cossette Communication-Marketing of Montreal and Toronto, in both English and French, and includes television, radio and newspaper advertising, as well as direct marketing and point-of-purchase material.

New competitor Clearnet Communications has also launched its entry, Clearnet PCS, and will have phones available in more than 600 outlets across the country by mid-month.

Rather than rolling out region by region, Clearnet is offering national coverage from day one. Pure PCS, digital at 1.9 GHZ, is available only in the greater metropolitan areas of Vancouver, Montreal and Toronto, but the service works anywhere in Canada where traditional analogue cellular phones are used.

The Clearnet PCS phone costs $149.99 and is available at retailers such as Blockbuster Video, Business Depot, Future Shop, Grand & Toy, London Drugs, Battery Depot and The Telephone Booth.

Clearnet airtime plans begin at $20 a month and offer clients unlimited local calling on their birthdays, every year.

Clearnet PCS is being promoted in a print and television campaign from TAXI Advertising & Design of Toronto and Montreal with direct marketing from Mosaic Direct, Toronto.