ROGERS AT&T WIRELESS BEGINS HOLIDAY CAMPAIGN
By Adnews Staff
Toronto-based Rogers AT&T Wireless has begun a campaign to promote its line of wireless services as holiday gifts. The campaign, created by MacLaren McCann, consists of television, print, radio and out-of-home advertising. Television advertising began yesterday on both networks and specialty channels. Those remaining elements will roll out between now and Nov. 19. The campaign will run through the holiday season. Print advertising will run mainly in general-interest consumer magazines. Much of the creative depicts Santa and various elves recommending cell phones as gifts and using text messages to communicate. In a television spot called "Elves to the Rescue," Santa sends a text message to the elves to request an emergency present when he comes up short.