Primus, part of the world’s sixth-largest voice carrier Primus Telecommunications, is to target UK-based foreign business people, international students and travellers through travel press, in-flight magazines, ex-pat media and national consumer press.
Its handsets feature a ‘hotkey’ that automatically routes international calls via its fixed line network.
The PR campaign will also include promotions in London versions of foreign newspapers and in titles such as Canary Wharf’s The Wharf to reach the business community.
Primus Mobiles marketing and product development manager Rikke la Cour Tobiassen said people can save up to 80 per cent on international calls by using Primus’s Global Call Saver hotkey.
She added that Primus is the only telecoms provider that can provide international mobile calls on a fixed-line network with the touch of a single button.
La Cour Tobiassen said the hotkey on Primus mobiles, which are sold without SIM cards, was their unique selling point and would form the focus of PR activity.
The campaign will also target gadget and lifestyle titles and national media, with Primus planning to unveil a new handset model each month.
Lansons Communications has been hired to handle the PR drive, replacing Lehmann Communications, which focused on raising Primus’s corporate profile following its launch in the UK in October last year.
Primus Telecommunications was founded in 1994.