ROGERS AT&T IMAGINING WITH MARKETEL
By Adnews Staff
When Toronto-based Rogers Communications launched a new logo and brand identity for its Rogers Group of Companies last month, it also announced Rogers Cantel Inc. would be changing its brand name from Cantel AT&T to Rogers AT&T Wireless. A national advertising campaign supported the new identity but in Quebec, advertising took a different route. Rogers, working with Montreal-based Marketel, launched a new advertising campaign incorporating a sponsorship deal between Rogers and Cirque du Soleil. The entire campaign, including print, television and billboard advertising, features images from the IMAX film Cirque du Soleil - Journey of Man, which launches in May and centres around the theme "Imagination sans fil" (Imagination without wires). According to Gilles Lacoursiere, president of Rogers AT&T in Quebec, the campaign, designed specifically for the Quebec market, will allow the new Rogers AT&T brand to become synonymous with imagination in the minds of Quebec consumers. The "Imagination sans fil" campaign will be running across Quebec throughout the year.