Cable & Wireless has launched a Global Calling Card in the UK ahead of a US and European roll-out, in an attempt to homogenise the company’s branding worldwide.
The card can be used to make calls from 60 countries without the holder needing to be a C&W telecoms customer. Call costs are charged to the cardholder’s bill.
Users dial an access number, a card number and a PIN number, then the phone number.
The card is free and can be used from any mobile or fixed line phone, such as a payphone or hotel phone. It is being aimed primarily at business users, but personal callers will also be targeted.
A global press advertising campaign will be aimed at business users, while a direct marketing push will target existing and new customers in the new year.
C&W marketing director of global card services Rick Flamand says: “The cards are one of the major carriers of the Cable & Wireless brand. They are one of the few tangibles we have.”
The company is keen to standardise its branding, marketing and services across its businesses worldwide, which span fixed and mobile telecoms and cable television.
C&W has appointed its former director of marketing and services for global markets, John Purvis, as the company’s first global marketing chief to oversee this process (MW December 10).