ROGERS AIMS CELL PHONES AT YOUTHS IN NEW CAMPAIGN
By Adnews Staff
Rogers AT&T Wireless is promoting the launch of iD Wireless, a cell phone package aimed at young people, with a multi-media advertising campaign from Gee, Jeffery & Partners of Toronto. Outdoor wild postings and transit shelter ads begin running this week in Vancouver, Calgary and Toronto in conjunction with television commercials on MuchMusic and YTV. A month-long cinema campaign in Famous Players theatres will begin next month, to be followed by radio spots on youth-oriented stations in Vancouver, Calgary and Toronto. ID Wireless targets youths aged 12 to 24. The deal includes a silver Panasonic TX210 digital PCS wireless phone, not available anywhere else, as well as a Web site at <http://www.my-id.com> which offers members-only access to contests, promotions and news. Additional promotional support will include iD crews travelling to bars, nightclubs and movie theatres, dressed in distinctive outfits, demonstrating the phone and giving away prizes. Gee, Jeffery has previously worked with client Cincinnati Bell Wireless on the launch of its teen-targeted i-wireless prepaid service. Public relations for Rogers AT&T Wireless are handled by Cohn & Wolfe of Toronto.