TORONTO ON, March 7, 2010 – Concrete Design Communications Inc. has developed and launched a new brand and national advertising campaign for Allstream, one of Canadaʼs leading national business communications providers.
The national campaign will run in English and French for the next two and a half months. It includes targeted response campaigns to customers and prospects across Canada. The campaign is focused principally on building brand recognition, taking inspiration from a single word – All – built into the company name. In Quebec, the campaign is called “Allez avec Allstream” – which translates as “Go with Allstream.”
This campaign, which has been in the works since late 2009, is designed to reintroduce Allstream to the marketplace in a way that highlights the companyʼs unique competitive strengths as Canadaʼs only national communications provider – and brand – focused exclusively on serving the business customer. A second key campaign objective is internally focused: motivating Allstream employees to work with the new brand positioning to drive all sales and marketing strategies.
As part of the brand campaign, Concrete developed a new visual identity for Allstream based on three creative elements. The first is the “orange stream” visual metaphor: a colour-coded symbol for connectivity, agility, and creativity – executed in handwriting. The second element forcefully incorporates real Allstream people into advertising, corporate videos and other marketing programs. The final element is a redesigned logo that visually strengthens the Allstream name.
“Allstreamʼs relationship with Concrete harnesses the creativity and innovative capacities of both companies in relaunching our brand to the Canadian market,” said Eric Fletcher, Senior Vice-President Marketing, Allstream. “The Winter 2010 campaign, along with other marketing and sales initiatives, is designed with the goal of positioning Allstream as Canadaʼs leading – and most innovative – business communications provider.”
“Itʼs exciting to be creatively involved in launching a progressive brand-building campaign for Allstream,” said John Pylypczak, founding partner and creative director at Concrete. “The new campaign puts a more human, accessible, and progressive face on the Allstream brand – highlighting qualities we believe that give Allstream a competitive advantage in a changing communications industry in Canada.”
For more information on the campaign, you can also visit allstream.com to view a short video created to support the new advertising campaign. Dynamic outdoor executions can be seen at Brookfield Place and the Gardiner Expressway in Toronto and at the Calgary Airport.
ABOUT ALLSTREAM
As part of MTS Allstream, a wholly-owned subsidiary of Manitoba Telecom Services Inc, Allstream is a leading national communications provider that works exclusively with businesses of all sizes. An industry leader in delivering innovation, Allstream is focused on unifying and elevating all the ways that businesses connect and collaborate to serve customers, to drive workforce and partner productivity, and to get payback on networking and IT resources. Headquartered in Toronto, Allstream leverages the entrepreneurial spirit and skills of 3,000 employees across Canada. Our portfolio features advanced capabilities including: network connectivity and infrastructure, managed network services, and unified communications solutions. Our portfolio is provided across an extensive national broadband fibre optic network that spans some 30,000 km. We supply international connections through strategic partnerships and interconnection agreements.
If you are interested in hiring Concrete or would like to know
more about us, please contact:
Romina Tina Fontana
Managing Director
business@concrete.ca
