LanSer Personal Communications is taking the high road in its quest for one of the Personal Communications Services (pcs) licences to be issued by Industry Canada later this year.
The Montreal-based wireless data communications and messaging company is the only company in the race that has launched a national advertising campaign.
In addition to the campaign, LanSer has opened a World Wide Web site as part of its efforts to educate the marketplace about wireless telephones and personal communications.
The company’s 60-second television commercial is running on ctv until mid-month, and will be followed by a radio campaign.
Added support comes from transit shelter posters in Ottawa and Montreal.
Mike Abramsky, LanSer vice-president sales and marketing, says the upcoming licensing has created a lot of interest in wireless communications, but adds most Canadians do not understand the impact.
Abramsky says the biggest question people have is, ‘What is this stuff?’
The objectives of the campaign are to tell consumers how pcs is different from cellular because of its quality and consumer focus, and that LanSer is a Canadian company using Canadian technology.
‘The third objective is a fundamental principle of our company, which is, we’re building it based on feedback from Canadians,’ Abramsky says.
‘We’ve put a 1-800 [number] in our advertising that asks Canadians for input, and we’re going to put that information in our business plan,’ he says.
Companies vying for pcs licences must submit their business plans to Industry Canada by Sept. 15.
Pegi Gross & Associates of Toronto is the agency behind the campaign.
Creative credits to Jim Whitney for art direction, Marc Giacomelli, copywriter, and to David Crystal, former guitarist for rock group Genesis, for the original music.
Rather than sponsor just a LanSer Web site, the company has launched the Canadian Wireless Home Page, which is open to other wireless communications companies and now includes at&t and Motorola.
The Internet address is http: www. wirelessinc.ca.
