SPRINT TAKES NEW APPROACH TO OUT-DISTANCE COMPETITION
By Adnews Staff
Sprint Canada Inc. is attempting to get ahead of the pack of long-distance phone companies by offering a new savings plan. Called "THE MOST by the minute savings plan," Sprint says the new long-distance service offers customers low flat-rate charges to Canada, the U.S. and overseas. The rates apply 24 hours a day, seven days a week. Sprint will continue to offer its THE MOST 50% off savings plan, which gives customers 50% off calls to the three numbers they call the most: one in Canada, one in the U.S. and one overseas, or two numbers in Canada and one in the U.S. Current Sprint customers will be offered the option of choosing the new plan. New customers will automatically be enrolled in "THE MOST by the minute" plan, unless they request otherwise. Both plans feature Sprint's guarantee that if the local phone company provides better savings, Sprint will credit a customer's account with double the difference in savings and help switch them back to the local provider. The new savings plan is being promoted by a national TV, print and direct mail campaign. Ads will appear in French and Chinese as well as in English. TV spots in English Canada will continue to feature Candice Bergen, Sprint spokesperson. Grey Advertising Ltd. of Toronto handled the campaign. ETC Communications Inc. of Toronto is handling PR for the new service's launch.