Shatner To Rogers: Beam Me Up

Rogers is bringing actor William Shatner to Toronto to announce a "North American first". It's said to have something to do with wireless. Other than that, Rogers is keeping a tight lid on things.

Getting Shatner, best known for his role as Captain Kirk, commander of the USS Enterprise from the Star Trek series, as a representative for Rogers is viewed by marketing experts as a good move for the company. According to Alan Middleton, assistant professor of marketing at the Schulich Executive Education Centre, Rogers suffers from brand awareness problems despite its leading market performance. Can Shatner deliver the PR pop Rogers is looking for? Probably a good move for Rogers, after all we are blogging about this, and I'm guessing come Monday their event will get a lot more coverage with Canadian-born Captain Kirk piloting their big announcement.

"He's going to be effective in capturing people's attention for the product, there's no doubt about it,” said Sergio Meza, assistant professor of marketing at the Rotman School of Management. "William Shatner has much more personality than beavers."

While it's unlikely that the announcement will be about Star Trek-like communicators, we'll still keep you updated on what it will be.

Source: Financial Post

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