Rogers Wireless readies hot air balloon promotion
By Adnews Staff
Cell phone provider Rogers Wireless of Toronto will fly a hot air balloon at several upcoming summer events in that city to promote the service's increased network footprint in the Greater Toronto Area. According to the company, the ongoing integration of the Fido system into the Rogers Network will result in more coverage and better call quality. Rogers acquired the Fido system when it purchased Microcell Telecommunications last year. The integration of the two services will be completed this summer. The balloon will be present at the Molson Indy auto race in July, the Rogers Cup tennis tournament in August and the Canadian National Exhibition, also in August. Public relations for the initiative are being handled by Cohn & Wolfe.