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The Challenge: Telecommunications company Telus planned to communicate its Optik TV and HD channels. It wanted to provide a detailed offer, first by providing a simple explanation but then also by presenting lots of options for Canadians in terms of where they could go to get more information.

The Objective: Telus wanted to deliver the overall message that it understands Canadian consumers and creates products and offers that suit their needs. As well, Telus wanted to position itself as delivering good value to its consumers.

The Plan: Newspapers were chosen as part of the overall communications plan. They provide the opportunity for a
visual (i.e. animals in Telus’ case), copy (an offer including the price) and detailed sources for follow-up (i.e. a phone number, website and a list of authorized dealer locations).

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