Bell Enterprise Group readies first campaign
By Adnews Staff
Bell Enterprise Group of Toronto will break its first advertising campaign today to promote its Internet Protocol services. The campaign, called "Did You Know?" was created by the business-to-business division of Cossette Communication Group, Cossette B2B. The creative places this question within a circular graphic of blue and yellow, along with the Bell logo and the tagline "Making it simple." The copy will include lines such as, "Did you know that we help professors teach medicine from 1000 kilometres away?", "Did you know we help retailers process billions of transactions a year?", and "Did you know that we are helping large enterprises become radically more competitive?" The campaign will run in Ontario and Quebec. It will consists of newspaper ads and newspaper tip-ons, magazine ads, Internet materials, parking lot ads, elevator wraps, elevator video screens, and airport posters, banners and lounge coasters, plus in-flight materials. "The campaign is the next step in a strategic journey to reposition Bell Canada as a value added solutions provider," said Jim Little, senior vice-president of corporate marketing at Bell Canada. "Bell is traditionally thought of as strictly a telecom provider. With this campaign, we wanted to grab the attention of business decision-makers and communicate that the Bell Enterprise Group is delivering innovative IP-based solutions beyond just pure connectivity."