Manitoba Telecom Services (MTS) As the incumbent telecommunications provider in Manitoba for over 90 years, MTS was seen as warm, trusted and genuine. Unfortunately, it was also viewed as being old, conservative and boring. In Cossette's search to redefine the brand, it found that the positive attributes associated with MTS (friendly, warm and genuine) were in fact the values that Manitobans ascribed to themselves. The challenge became clear: evolve the brand to look and act in a more youthful manner without losing its uniquely Manitoban status. Operating under the premise that nobody can understand Manitobans better than MTS, the new brand voice came in the form of a 2,000-pound bison named Morty. Since the initial launch in 1999, Morty and his friends have achieved star status, with bison paraphernalia highly coveted, and the bison being the most requested Halloween costume in 2000.
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