Out to Launch
In the ad world, every week brings a myriad of ad campaign and special website launches and it's nearly impossible to keep up with them all. From now on, every week we'll bring you the highlights of that week's happenings on the campaign front and a small preview of the week to come. So send us your campaign launch announcements and let's go out to 'launch.'
On Monday, the strategic technology consultancy Inforte Corp., announced it had created a new website for the Special Olympics Georgia. The site's goal is to develop new relationships, and strengthen the organization's current relationships with volunteers, corporate sponsors, athletes and the greater community of its supporters and friends across the state. Inforte designed and implemented the online community to provide users with detailed information about corporate sponsor programs, volunteer opportunities, community groups, and a detailed calendar statewide and local competitive events. SOGA is planning to launch the new site at the 2001 State Winter Games in Atlanta, February 16-18 2001, and eventually plans to incorporate additional features into the site focused on increasing and managing its athletes, coaches, volunteers and fundraising efforts.
Also on Monday, Bingham Dana LLP, one of Boston's oldest law firms, began its first international advertising campaign, designed to increase awareness of the firm around the world. The campaign was developed by Red Advertising. Bingham Dana's campaign is a departure from the norm in that it uses large photographs and limited copy to introduce the firm and explain its philosophy in a humorous and contemporary fashion. The first ad ran in The Wall Street Journal, The Boston Globe, The Hartford Courant and The Lawyer, a British weekly magazine published in London. The ad will also appear in The Daily Deal, Boston Business Journal, The Economist and American Lawyer. The first ad will also run in dioramas at the Delta and U.S. Air shuttle terminals in New York.
On Tuesday, L90 Inc., a marketing technology and media company, announced the launch of an integrated marketing campaign for Lucky Brand Jeans. The campaign is designed to generate brand awareness, drive sales of Lucky Brand Jeans, and build an opt-in database of consumers interested in the product. All of this is set to launch on March 1, and will consist of various ProfiTools, L90's technology-driven marketing tools, including L90 Sweepstakes, L90 PowerAds, L90 MicroSites and L90 Link. The marketing campaign involves L90 PowerAds, which will launch a luckybrandjeans.com "Jump Page" within L90 site partner locations, including L90 Women, L90 Business & Finance and L90 Sports. The page, which will also be launched through creative buttons and banners, includes a sweepstakes and will deliver highlights from luckybrandjeans.com. The sweepstakes offers consumers the opportunity to win a $1,000 Lucky Brand shopping spree. L90 will also implement a viral marketing