CANTEL CEL PHONES AND PAGERS BREATH NEW LIFE
By Adnews Staff
Toronto-based Cantel/AT&T launched a new Pay-As-You-Go service. The new plan is available for both pagers and cellular phones, giving those two products new life after the rapid popularity growth of PCS wireless phones. The service will allow customers to walk into a store, and walk out with a phone or pager - no credit check, no contract, no activation fee and no security deposit. Advertising campaigns begin May 23 in both select English and French markets. Cohn & Wolfe will handle the advertising, the English portion will use radio and print with television and cinema to follow in June. The English advertisements will feature an orangutan to demonstrate simplicity of the service. The French campaign will focus on the simplicity aspect as well featuring a wide array of people and sound effects with a focus on the uniqueness of the cards. Prepaid service has been successful in other parts of the world, Charles Hoffman, president and CEO of Rogers Cantel said. The new Pay-As-You-go package includes a cellular phone and one "Pay-as-you-go" card. The card is good for 60 minutes of air time, when the time runs out, consumers can simply purchase another card.