Microcell Solutions launches the teaser campaign for its Fido wireless personal communications service (pcs) in the Greater Toronto Area on May 26 with television ads from Bos of Montreal.

Raynald Petit, Microcell director of marketing communications, says distribution plans for Fido, the product and price offer and the advertising campaign for the Toronto market will be unveiled May 29 at a press conference in Toronto.

Petit is not giving away distribution plans for Fido. He says the service will be available through retail outlets and by calling a special Fido phone line, but won’t say whether distribution will be handled through a retailer network or through Fido-branded stores.

Microcell is targeting both the consumer and business markets with its new phone service.

Print, television and radio advertising is expected with the tag line, ‘Fido. You’re the master.’

Airship Fido, the company’s dirigible, began flying over Toronto earlier this month and will continue to be a presence over newest territory until mid-June.

Microcell launched Fido in Montreal last November, and has since rolled it out to Ottawa-Hull and Quebec City regions with Ontario’s Golden Horsesh’e as the next market on the schedule.

Microcell Solutions is a wholly owned subsidiary of Montreal-based Microcell Telecommunications, one of four companies awarded licences in December 1995 to operate pcs at 1.9 GHz in Canada.