CRTC Letters Reveal Public Disapproval Over Big 3 ‘Fair for Canada’ Campaign

Canadians witnessed the ‘Fair for Canada’ campaign against Verizon launched by Rogers, Telus and Bell this summer which the public didn’t react very well to.

Now, letters written to the CRTC obtained by Postmedia  under access-to-information law reveal exactly how some Canadians felt about the campaign, such as little sympathy for incumbents considering the trio hold 85 percent of wireless networks in Canada.

Below are samples from the letters written to the CRTC:

• “I totally completely, 100% support Verizon and any other companies. I’m sick and tired of Bell, Rogers and Telus having the entire market share,”
• “Please keep things open to outside/foreign companies because that’s the only way we consumers can get lower prices and better service.”
• “Bell’s recent call on Canadian citizens for anti-Verizon sentiment is a joke…We have been subject to the big three’s oligarchy for too long. It’s time for real competition.” The CRTC directed the writer to the Competition Bureau.
• “I am disgusted by the ads from Telus, Bell and Rogers,” which the CRTC replied “The CRTC does not intervene with the content on Internet.”

Rogers spokesperson Jennifer Kett responded to the story with the following:

“It was about our ask of the government for a fair and level playing field that treats large foreign carriers the same as established Canadian carriers,”

“The campaign generated significant debate and discussion among Canadians — something that we see as a good thing. We believe it’s important that consumers are engaged about how best to ensure that both Canada and Canadians benefit from a strong, sustainable and competitive wireless sector.”

John-Kurt Pliniussen, associate professor of eMarketing, sales and innovation at the Queen’s School of Business said the ‘Fair for Canada’ campaign was a waste of money:

“Why not take that 10 or 15 million you’re spending and come up with an incentive to thank your loyal customers and lower their rates, or give them a deal? But that’s not what they did. They just took money and tried to change opinion. It was a total waste of money.”

The Federal government recently launched their own ad campaign against Rogers, Telus and Bell, to further its message of ‘More Choice’ to Canadians.

What are your thoughts on the recent ‘Fair for Canada’ campaign? Was it successful or not?