Unitel President George Harvey says there are print ads and a direct mail campaign to come in support of his company’s four TV spots selling cheaper long-distance phone calls.
Harvey says the print ads and direct mail will come during the tv advertising, which began in Vancouver, Toronto and Montreal on Thanksgiving Day and runs until the second week of December.
Unitel is targetting residential customers and the small business market with its offer of cheaper long-distance service.
For the first 12 months, Unitel’s service will be available only in Canada’s three largest cities.
Harvey says service in other Bell Canada areas will begin next year.
The four English spots – three 30-second, one 60-second – take dead aim at Bell Canada, the former long-distance phone call monopolist.
Maintaining the often violent imagery used by observers of the Unitel-Bell Canada situation, Harvey says the tv spots are a ‘first salvo.’
He says he expects ‘a few Scuds [missiles] in return.’
Claiming a base rate 15% lower than Bell Canada’s, Harvey says Unitel expects to sign ‘several thousands’ of new customers in its first year of operation.
Ogilvy & Mather in Toronto is Unitel’s English agency. bos has the Quebec assignment. DC
