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Bell Canada breaks rebranding campaign

Montreal-based Bell Canada will debut a national rebranding initiative today, consisting of a new logo, tagline and advertising campaign. In addition, some Bell business units will change their names. Bell ExpressVu will become Bell TV, Bell Sympatico will become Bell Internet, while Bell Residential phone service will now be called Bell Home Phone. "The new Bell brand is clear, bold and instantly recognizable, and the advertising that supports it tells our customers exactly what we can and will do for them," said Wade Oosterman, chief brand officer at Bell. "The taglines 'Today just got better' and 'La vie est Bell' reflect our commitment as a company and as a team to deliver on our strategy and achieve our goal." A teaser campaign began in major markets last week. The main ad campaign introducing the new brand will break in conjunction with the start of the Beijing Olympic Games. Bell is a sponsor of the Canadian Olympic team and the exclusive telecommunications sponsor of the Vancouver 2010 Games. The campaign includes print, television and out-of-home advertising. The creative features the new logo and a series of words that end in the letters "er." The campaign promotes a number of new products and services, including smartphones, an unlimited world long distance plan for home phone customers, a high-definition personal video recorder and a wireless home networking offer. The rebranding work was done by Zulu Alpha Kilo of Toronto, with additional support from Leo Burnett of Toronto, Lg2 of Montreal and Cossette Communication Group. "The new Bell brand underlines that we are moving forward as a company and as a service provider, with new services, a new strategy and a new goal," said George Cope, president and CEO of BCE and Bell Canada. "It's a straightforward and customer-focused brand that directly supports the Bell team's goal to be recognized by customers as Canada's leading communications company."

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