Agency: Primary Contact Author: Tom Brannan

Aircall: A Communications Case Study


Air Call plc, a major independent supplier of business communications products and services, faced a significant problem. With existing pager network airtime being fast used up, the company needed additional broadcasting facility to ensure its ability to continue to grow.

The Department of Trade and Industry, together with its Office of Telecommunications (OFTEL), was in the process of allocating further broadcast spectrum from the now defunct 405-line TV frequencies. Air Call were seriously concerned that the decision-makers viewed Air Call as a small operation compared to applicants such as BT and Racal.

Warren Tayler, group chairman of Air Call, briefed his agency Primary Contact Limited, to urgently develop a campaign to shift that perception and make it clear that his group is a major international supplier of pagers and paging systems.