TELUS LAUNCHES BRAND AND PRICING CAMPAIGNS
By Adnews Staff
Telus Corp. of Edmonton began two major marketing initiatives last week. One campaign is designed to promote the Telus brand name, while the other touts the company's new long-distance pricing plan. The brand campaign was introduced because Telus recently started operating all of its companies under the Telus name. Telus companies AGT Ltd. of Calgary and Edmonton Tel now both carry the Telus name. AGT becomes Telus Communications Inc., while Edmonton Tel becomes Telus Communications (Edmonton) Inc. AGT, an abbreviation for Alberta Government Telephones, had served as the company's name for 93 years. The Telus title was first adopted in 1990 when the Alberta government decided to sell shares in the Crown corporation to the public. TV ads supporting the name changes began running in Alberta last week along with a print campaign. Ogilvy & Mather West of Calgary handled the advertising. Telus also launched a campaign to promote its new long-distance rates. The company is offering discounts of as much as 60% off residential calls in the evenings or on weekends, while weekday rates will drop 25%. The campaign currently uses print, but will move into TV and outdoor ads in November. This campaign was created in-house.