AT&T Canada Long Distance Services has launched its new flat-rate international price structure with an advertising effort to the country’s ethnic communities that it calls the largest ever by a telecommunications company in Canada.
The new, expanded My Country long-distance option offers reduced rates averaging 15% on calls to the 60 most-called countries by Canadians, 24-hours a day, seven days a week. The previous plan covered 19 countries.
John Boynton, AT&T Canada Long Distance Services vice-president of marketing for residential services, says the integrated campaign has begun at the macro level with advertising in mainstream media, to be followed by advertising in niche markets.
Six 15-second English-language television commercials have been created dealing individually with Germany, France, Hong Kong, India and the United Kingdom.
The next level of the campaign involves direct-response advertising on Fairchild Television and cfmt, with in-language commercials featuring India, Italy and Hong Kong.
Direct mail, both in English and other languages, will be used in combination with a one-on-one phone campaign to people identified as frequent callers to certain countries.
at&t’s advertising is handled by Young & Rubicam of Toronto.
