With a PR flourish and contract-free phones at hand, Mobilicity officially unveiled its services, plans and phones today at a launch event in Scarborough, ON.

And while Canada’s newest wireless company plans to make a multimedia splash with its Dentsu-created and purchased campaign in the coming weeks, it has ‘soft launched’ the brand with OOH to start, Sara Moore, VP marketing, Mobilicity, says.

This week, the company rolled out 50 billboard campaigns across the Greater Toronto Area and will open 35 branded stores this weekend. In total, Mobilicity will open 250 stores and dealers over the month. In an effort to give the company’s service providers – its stores, dealers and call centre – a period of adjustment before the full advertising campaign starts, the company decided to keep its launch pretty low-key, Moore says.

‘We’ve been accused of being the quiet player in the market and we’ve been very tight-lipped about everything that we’ve done,’ she says. ‘Today was the great unveiling, but the reason we were so tight-lipped is because we wanted to launch when everything was right.’

A multimedia campaign, including outdoor, radio, transit and print, with creative and media by Dentsu, will start at the end of the month.

Mobilicity comes to market with eight phones for sale and several low-priced, no-contract plans for talk, text and data. Targeted at low-to-middle income, high-volume users in urban centres, Mobilicity will only be available in southern Ontario to start, but will expand across Canada to Vancouver, Edmonton, Calgary and Ottawa later this year.