NEW GROUP TELECOM CAMPAIGN FOCUSES ON BUSINESS SERVICES
By Adnews Staff
Group Telecom has started a new fall advertising campaign in Quebec which focuses on the Toronto-based telecommunications company's business communications services. The campaign imparts that Group Telecom does not offer residential telephone, long distance, Internet or satellite TV services. Instead it offers business communications services such as high-speed data networking, Internet applications and voice services. According to Group Telecom, the company decided to turn its "weakness that they don't offer it all" into an advantage by using the pitch that "A true specialist has only one specialty. Our is business communications." English and French-language print advertising is running in specialized business magazines and daily newspapers. In one ad, a sign for an Italian restaurant informs customers that it specializes in Greek, Chinese, Portuguese, French and Japanese cuisines. French-language outdoor advertising will be used in Montreal, Quebec and Sherbrooke. In one such ad, the billboard's panels are twisted, torn and falling down. The headline reads "OK. On n'est pas specialistes en affichage. Nous, c'est les communications d'affaires." (OK, so we're not great at billboards. We specializes in business communications.) The campaign was created by Group Telecom's Quebec agency Communications bleu blanc rouge.