UNITEL SWITCHES TO AT&T, LAUNCHES NEW ADS
By Adnews Staff
Unitel Communications of Toronto changed its name this week to AT&T Canada Long Distance Services and launched an ad campaign to promote the name change. TV image advertising to promote the AT&T name began this week. It was created by Young & Rubicam of Toronto. U.S.-based AT&T owns one-third of AT&T Canada. The other two-thirds are shared by three banks: the Bank of Nova Scotia, Toronto Dominion Bank and the Royal Bank of Canada. AT&T C anada also launched its new residential and business services this week.The company has four residential savings plans under the True Choice name. True Choice Anywhere gives customers 25% off all calls, anytime and anywhere, including those made with an AT&T calling card. True Choice Province gives customers one hour of talk time per month within their home province for $9.95. Beyond the first hour, a flat rate applies. True Choice Canada gives customers two hours of talk time per month anywhere within Canada for $29.95. True Choice U.S. offers customers two hours of talk time to anywhere in the U.S. for $29.95. All plans also feature a 25% discount on various calls. Customers who are enrolled in a savings plan under the former Unitel Communications company can stay with their current plan or switch to a True Choice plan. The new business services include Unison, VRoute, toll-free services, telemanager and several data communications services. Unison is a long-distance voice and fax service. VRoute is a virtual network service. TeleManager is one of a portfolio of telemanagment tools that help businesses manage their use of the company's voice and data services. TV advertising to promote the calling plans and the business services will begin later this month. The ads will be supported by print and direct response advertising. These ads were also done by Y&R.