Telecom ditches youth brand for transtasman connection

Telecom is ditching its youth market Pulsate brand in favour of a transtasman connection.

The company will team up with Australian-based Boost, a cellphone youth brand, to tailor the marketing of phones and products to young consumers.

Existing Telecom cellphone customers will be able to top up their prepaid accounts with new Boost Mobile recharge cards.

The brand will be sold in selected surf, skate and snow stores as well as other key youth-oriented and convenience outlets, and will be promoted through events such as surfing and snowboarding competitions.