Out To Launch

Every week new ad campaigns and websites are launched, and it's hard to keep up with them all. If you missed a few, here are the highlights from this week: from luxury cars to extreme home-keeping, let's go Out To Launch.

Let's get this party started right, let's get this party started quickly. Polaroid announced its "Life of the Party" promotion, developed to encourage consumers to use Polaroid cameras and film at their seasonal celebrations. The centerpiece of the promotion is an instant-win sweepstakes game open to U.S. residents that can be played on, or off, line, giving consumers the chance to win $100,000 to throw the party of a lifetime. At retail, consumers will find a scratch-off game ticket in specially marked packages of Polaroid products. Participating products include OneStep Express, Silver Express, Spectra 1200FF and JoyCam instant cameras, and multi-packs of 500, 600 and Spectra film. Specially marked packages will also contain a "Party Card" redeemable for $5, $8 or $10 off the next purchase of Polaroid products. Consumers also may register to participate in the sweepstakes at www.polaroid.com/party. Visitors can play on-line once every 48 hours.

If you're attending that huge party, what kind of car are you going to pull up in? Well, Infiniti, the luxury division of Nissan North America, Inc. unveiled a marketing campaign for its new I35 luxury performance sedan. Drawing inspiration from the car's significant increase in performance, luxury, technology, and flagship Q45 attributes, the campaign underscores the I35's many new features for 2002. The campaign, designed by TBWA\Chiat\Day of Playa Del Rey, Calif., features a single broadcast TV spot and a series of print, radio, newspaper, direct mail and Internet executions. Broadcast ads break on September 24; newspaper, including a Free Standing insert, begins Sept. 30; print and outdoor ads debut in October.

Or you can pull up in a Lexus. Lexus is set to break a campaign touting its entry-level luxury car, the redesigned ES 300. Created by Team One Advertising in El Segundo, Calif., ads feature the new tag "Welcome to a new world of luxury." The base price of the car, which features a new body, roomier cabin and DVD-based navigation system, is $31,505. The campaign includes four 30-second TV spots, print, outdoor, online and in-theatre ads, as well as a TiVo contest encouraging viewers to find the commercials, direct marketing, sponsorships and a consumer ride and drive tour. Ads break on Oct. 1.

From parties to sports, FOXSports.com recently launched their newly redesigned online presence. As an online destination, the site is an extension of Fox's sports programming and related businesses. With total involvement of the sports shows' creators, producers and on-air personalities, the new site is filled with the same type of information as the network.

Also in sports, All-Pro running back Emmitt Smith is launching his "Help Emmitt Help Kids" national fundraising campaign. As Smith's pursuit of the all-time NFL rushing record continues on the field, he is also paving the way for another run: raising $22 million in the first-ever national online fundraising campaign for America's schools. Participants start their fundraising "teams" by signing up on the www.HelpEmmitt.org website, and can easily enlist the support of friends and family members by sending personalized emails from their own customizable website. More than 1,500 schools pre-registered prior to the website's official launch on Aug. 31, which is supported by a multimillion-dollar billboard advertising campaign.

When Emmitt takes one too many hits, he's going to need a nurse, and Nurses for a Healthier Tomorrow, a coalition of 32 leading nursing and health care organizations addressing the nursing shortage, is launching a national advertising campaign to recruit young people into the nursing profession and encourage existing nurses to remain. The campaign targets middle- and high school-age youth, and current nurses who may be considering leaving the profession. Honorary campaign co-chairs are Luci Baines Johnson and Elizabeth Dole. The campaign consists of seven print advertisements and one television public service announcement featuring seven real-life nurses in different capacities. The coalition plans to add a radio spot, brochures and other materials as more funding is secured.

And now, the rest:

Fidelity National Bank has launched a marketing campaign. The first phase of the marketing campaign debuted on September 24th. Phases two and three will continue through 2002. The theme of the campaign is, "Service. Solutions. Simplicity." The multi-media campaign will focus on reaching new commercial banking customers. Fidelity National customer testimonials will be featured in the ads. The campaign will focus on print, outdoor and online ads in the metro Atlanta area. There will also be radio spots and enhancements to the branches, including newly designed posters and brochures.

Jacksonville, Fla.-based Winn-Dixie Stores, Inc. will rollout a multi-million dollar ad campaign in 14 states to communicate a new "Real Deal" brand position - "real good food, from real good people, at a real good price." The campaign is part of the company's ongoing initiatives to increase brand awareness and market share. A series of eight television commercials, including four brand spots and four price-item retail spots, will focus on Winn-Dixie's core brand competencies -- real good food -- real good people -- real good prices. The first television commercial is expected to break on October 3, 2001 in all major networks. "Real Deal" themed radio and print ads also will appear across all markets in which Winn-Dixie operates.

Rainbow Rentals, Inc., an operator of rent-to-own stores, today unveiled a new advertising campaign that tells its customers, "You're the Boss." The campaign is the largest in Rainbow history and marks the launch of "You're the Boss" as the company's new advertising tagline. The campaign will begin Monday, October 8 with television and radio commercials and in-store materials, and will later include print and online elements. Rainbow developed the campaign with Innis Maggiore Group, an Ohio advertising and public relations firm. In each of the campaign's six TV spots, a customer suggests a discount or other promotion to a Rainbow store manager. The store manager welcomes the suggestion, implements the promotion in the store, shows a store full of name-brand products, then thanks the customer for shopping "at Rainbow Rentals, where you're the boss."

Home and Garden Television Network (HGTV) has initiated a comprehensive advertising and marketing campaign in Chicago and Philadelphia, to increase awareness and viewership for the network's special series "Extreme Week" hosted by Survivor II Winner Tina Wesson. The series, which will showcase unique homes and the creative people who build and live in them, airs on HGTV beginning Monday, October 1st and ending Sunday, October 7. The advertising and marketing efforts include spots on top radio stations, leafleting and grass roots marketing teams called the "Extreme Team" throughout the city. Radio spots began running on Chicago and Philadelphia radio stations on September 24.

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