BELL AND CANTEL TARGET GLOBETROTTERS
By Adnews Staff
Bell Mobility of Toronto is targeting frequent travellers for its new cellular service. Called Global Roam International, the service lets travelers arrange their cellular service before they depart. Until now, travelers have had to wait until they arrived at their destinations to organize cellular service locally because of differences in North American and European cellular technology standards. Travelers can now arrange to have the phone delivered to their door in Canada before they leave or made available at their destination in time for their arrival. The service is available through Bell Mobility Rent Express. Point-of-sale advertising will support the launch. It will be done by Cossette Communication-Marketing's Toronto office. Rogers Cantel Mobile Communications Inc. has also introduced a new service for international travelers who want cellular service. The service includes a card, about the size of a credit card, that can be inserted into a WORLDWIDE phone, which can either be bought or rented from Cantel. After turning off their regular cellular phone before leaving Canada, customers insert the card into the WORLDWIDE phone and begin receiving re-routed calls once they arrive at their destination. Outgoing calls are handled as usual and billed to the regular invoice. The service is currently available to Canadian Airlines Gold and President Club members and will be open to all customers in September. This is the first of several new products being launched by Cantel over the next year. Advertising plans are still being finalized. Cantel uses Gee, Jeffery & Partners Advertising Inc. of Toronto for its creative and Ogilvy & Mather Inc., also of Toronto for its direct marketing. All advertising in Quebec is handled by GroupAction Marketing Inc. of Montreal.