Bell Canada has teamed up with Bank of Montreal to offer a MasterCard that doubles as a calling card and, in addition, will earn the cardholder points toward free long distance phone calls.

Customers can apply for the new, no-fee card starting May 27 at all Bank of Montreal locations and Bell Phonecentre stores.

Bell, which operates in Ontario and Quebec only, is the first telecommunications company to offer this type of card.

The eight other Stentor alliance companies across Canada will begin to offer the co-branded MasterCard over the next year.

BC Tel will launch its card in September, NewTel Communications in October and the other provinces will roll out their cards in the first quarter of 1997.

Advertising for Bell MasterCard begins May 27.

BBDO Toronto has created three 30-sec. television spots and one 90-sec. direct response commercial.

Cohn & Wells of Toronto has developed a direct marketing package that will be sent to a targeted customer base.