AT&T Canada and Livent have launched the Curtain Call Club, a value-added program designed exclusively for AT&T Canada customers.

The program offers members discounts on merchandise and other benefits such as two-for-one tickets to select Livent performances in Toronto and Vancouver; a bonus coupon book with $400 in savings at local restaurants, attractions and retailers; and a quarterly newsletter.

Any at&t customer can enrol in the program by calling a 1-800 number. There are no points to collect, nor is there a cost to join.

Curtain Call Club was launched with full-page newspaper ads but advertising for the next few months will be limited to direct mail to existing at&t customers and in-theatre promotions.

John Boynton, vice-president of marketing for AT&T Canada Long Distance Residential Services, says right now, the company is working with Livent in theatres, where Curtain Call kiosks are staffed with someone who can explain the program to theatregoers before the performance and during intermission.

The second phase of the campaign will take the message to a wider audience.

Boynton says this isn’t the first at&t added-value effort; the company already offers cooperative programs with partners such as Air Canada, Cineplex Odeon and Radio Shack.

The partnership with Livent is a good fit, he says, because the demographics of those attending the theatre and at&t customers are quite similar.

Curtain Call Club is a program that has evolved from a three-year Canada-wide marketing agreement that Livent signed with at&t and Rogers Cantel Mobile Communications in September.

In addition to cooperative marketing ventures, the deal gives Rogers and at&t exclusivity in the communications industry for sponsorship of Livent productions.