Minn. Cell Company Launches Image Effort

BOSTON A new, $3 million image campaign for Rural Cellular Corp. positions the company as an alternative to large, better-known wireless providers.

The effort for the Alexandria, Minn., client, from independent agency Kelliher Samets Volk, will appear in 14 states, where RCC operates. Both print and broadcast ads are in the mix from the Burlington, Vt.-based agency.

Thirty-second TV spots introduce the “RCC Activist,” who is shown in cartoon-style silhouette shouting up at a rival CEO’s office with a bullhorn. Print also uses the bullhorn imagery. Copy in one ad reads, “Think there’s no difference between wireless companies? Think again.” The “Part of life here” tagline is retained from past campaigns.