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Virgin Mobile Canada breaks national campaign

Virgin Mobile Canada has begun an new advertising campaign to promote its cellular telephone services. According to the company, this is its biggest ad campaign since Virgin entered the Canadian market in 2005. The national campaign, created by Zig of Toronto, began with a print ad in major metro newspapers today. The ad takes the form of a letter from Virgin Group founder Richard Branson to Canadian cell phone users, advising them to "demand fairer treatment" from their providers. The campaign also includes 30-second television commercials, billboards, newspaper ads, online materials and word-of-mouth activities. Virgin's Quebec advertising is handled by Headspace Marketing. Its media agency is Wills & Co. Media Strategies. Segal Communications is handling event marketing. Public relations are being conducted by Hill & Knowlton.

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