Bell begins 125th anniversary campaign
By Adnews Staff
Bell Canada has begun a marketing campaign in association with its 125th anniversary. The consumer campaign portrays the company as reliable, trustworthy and committed to the future, according to Bell. A 60-second commercial called "Salute" will break today. This ad thanks Bell employees for keeping the country connected through their work. Another ad called "Connected" was released on April 4 in 30- and 60-second versions. This ad describes how Bell technology has developed over the last 125 years and how it will continue to develop into the future. The campaign will run for five weeks. Supporting out-of-home ads will be installed in the Greater Toronto Area on April 18. This component will include three ads plus the 60-second "Connected" commercial running on a media tower at the intersection of Yonge and Dundas Streets. Outdoor advertising will also run at Yonge and Bloor from May 12 to Aug. 15. Sky murals will be used from July to September. English-language advertising for Bell Canada is handled by Grip of Toronto. The Quebec campaign includes a 60-second commercial featuring spokescharacter Mister B, along with seven large billboards. Out-of-home advertising will also point out the pay phones in subway stations and on the streets. Bell's French-language advertising is handled by Cossette.