Facing rivals, Celtel pushes more promotions

In a move that underscores strong mobile market competition, Celtel is publicizing another promotional campaign, sponsoring two Sierra Leoneans to go to the U.K. to witness former South African leader Nelson Mandela's celebration, according sales director Keith Tukei.

The Nelson Mandela birthday promotion started in May and according to Tukei. James Weima and Lyoda Bangura won the contest out of the 2,618 people who participated by sending a birthday greeting by SMS. They will be leaving on Friday to attend the party as Celtel's guests. Celtel will pay for their air fares, lodging expenses and travel allowances.

Market observers say this is another move by Celtel to maintain its profile in the face of stiff competition from rival Comium and more recently, Africell, which has been enjoying more media hype.

Though Celtel just started its 'Win a shop' promo in which four of its subscribers from four regions of the country will win a shop stocked with goods worth 20 million leones (US$7,000) every month, Africell is the network to beat in terms of promotional campaigns.

Over the weekend, Africell presented its sixth check of 100 million leones to a subscriber in its two billion leones Mega Prize contest, which will run weekly until September.