MONDETTA TELECOMMUNICATIONS TARGETS ETHNIC COMMUNITIES
By Adnews Staff
When the Toronto-based long distance carrier Mondetta Telecommunications began to advertise its services earlier this year, the company adopted a different kind of marketing strategy. It ran separate advertising campaigns that focused solely on ethnic cultures. Since February, the telecommunications company has launched advertising campaigns for the Italian, Portuguese, Polish, Greek and most recently Chinese communities. The national campaigns have been focused primarily on the Toronto and Montreal markets but plans to expand to Vancouver in the fall and then the Winnipeg, Calgary and Edmonton markets. The campaigns, created by EthnoWorks Inc. of Toronto, a division of Hennessy & Bray Communications, have included print, radio and television advertising created to address consumers in their native languages. The campaigns were not adaptations of an English language campaign.