Nelson Bostock Communications has won a two-way pitch to handle
consumer PR for low-cost telecommunications company Call Trak.
The agency competed with Brodeur A Plus for the work, which has a
six-figure annual fee and starts this week.
Nelson Bostock will initially promote CallTrak’s new Key Ring, a
phonecard account which can be topped up with cash payments at centres
nationwide.
The product will be available in high street shops at the end of this
month. Until now, such phonecard accounts have only been rechargeable by
credit card.
The agency will seek to appeal to retailers and to ethnic minorities who
make a lot of overseas calls. This will include media relations aimed at
specialist retail publications and a regional radio campaign targeting
towns with large ethnic populations.
Nelson Bostock managing director Martin Bostock said: ’We will initially
target people without credit cards who cannot access low-cost
phonecards.
We will really target the people who need it: people who make overseas
calls.’
CallTrak does not use any other PR agencies. Last year it employed
Prowse and Company on a project basis until November for its trade PR.
It also used Brodeur A Plus on a project two months ago during Asian
lifestyle consumer exhibition Mega Mela.
CallTrak is a UK-based company set up over four years ago. The company
also provides standard credit card-based phone accounts and operates
call shops offering low-cost calls to consumers.
