Out to Launch!
On the ad campaign side, the Washington State Chapter of the March of Dimes has launched a statewide marketing campaign to generate corporate support for WalkAmerica, an annual March of Dimes event that raises funds to help save premature babies and those born with birth defects. The integrated campaign includes print advertising, radio, direct mail, and web/interactive. The goal of the "Take the Call" campaign is to raise awareness of the March of Dimes mission among state business leaders and urge them to "please take the call" during the organization's telephone drive. Citing statewide statistics, the campaign focuses on the health risks and business costs associated with premature births.
On
to the promised drama. The Source is launching a national promotional
campaign for their December "Drama Issue." The effort will include cover posters
as well as 30-second spots on BET that will show various forms of "drama" as
represented by different images of social unrest. The December "Drama Issue,"
comprised of four collector's edition covers that, when placed together, form
one image of the American flag. A portion of newsstand sales of this issue is
going to the Hip-Hop Has Heart Foundation to aid victims of the terrorist attacks
on America. Hip-hop fans are encouraged to collect all four covers of the issue,
which goes on sale nationwide November 13.
With
so much drama to keep track of, maybe you need a Palm, and Palm, Inc.
has just launched a new strategic ad campaign with TV spots and extensive online
ads. The ads focus on the many day-to-day uses for Palm handheld computers:
news, financial information, maps, games, eBooks, digital photography, stock
updates, graphs and even language translation. As part of their product focus,
the ads leverage the Panasonic and Palm alliance to promote Secure Digital technology
and feature expansion capabilities that enable Palm customers to add an array
of functionality to their Palm m505 handhelds, including additional memory
or new content, such as a road atlas or dictionary. AKQA, a San Francisco-based
advertising and marketing services agency, developed the new campaign. The ads,
produced by Digital Kitchen, with music by techno club band Daft Punk, will
break on national cable TV, along with Canadian and some network coverage. The
ads are being crafted for international use as well.
Palm telling you it's time to shop? Lucky for you Kmart's famous "BlueLights" are back for the holiday shopping season. Kmart Corporation has revealed its holiday advertising campaign, highlighted by a substantial flight of broadcast commercials focused on value, top brands and convenience. The 15- and 30-second spots, which began airing November 11, feature Kmart's popular "BlueLight" characters. The computer-animated spotlights, which represent the company's everyday value pricing model, can be seen scurrying throughout the store highlighting low prices on a wide selection of holiday gift and home decorating products. Dancing to updated holiday classics, such as "We Wish You A Merry Christmas" and "Good King Wenceslas," the "BlueLights" move from the toy department, to the jewelry counter, to electronics, shining their spotlights on all the best brands and products consumers want, at the prices they need.
Lastly,
SC Johnson & Son, Inc. is putting a face to its name with a new ad series
featuring corporate patriarch, Samuel C. Johnson. The campaign marks the first
time a member of the family behind such well-known brands as Glade, Pledge,
Raid, Windex and Ziploc has gone public in its advertising. The ad is the centerpiece
of the company's $450 million global advertising campaign that threads together
its lineup of consumer brands with the tagline "SC Johnson, A Family Company."
The new corporate effort launched November 13 on network and cable channels.
The series features Mr. Johnson, Chairman Emeritus of the 115-year-old company,
speaking candidly about the core values responsible for his company's five generations
of success.
In
website launches this week, PlusGuys.com
makes its mark as an Internet online clothing and gift retailer for men and
women alike. The website launched as a portal to established retail sites where
shoppers can purchase apparel for men with extra large and tall size needs.
PlusGuys.com features selections from such partners as KingSize Direct, Spiegel,
Eddie Bauer, Big Dogs, Lands' End, J.Crew, Old Navy, Fingerhut, and The Sharper
Image. The site also offers products from such specialty retailers as Dicks
Sporting Goods, REI, and Bass Pro Shops. Front page Search functionality combined
with simple top and side navigation display large, full-color photos of products
available.
Staying
on the big people topic, Escalate, Inc., and World Wrestling Federation
Entertainment Inc., announced the launch of a 'new and improved'
WWFE's
online store. Using Escalate Direct and Escalate Order Manager Commerce
Edition, WWFE has improved its web store's transaction capabilities, marketing
tools and system performance. Escalate Direct, Escalate's flagship product,
provides WWFE with an easy-to-navigate storefront, targeted marketing capabilities
and business intelligence tools.
Got hurt
in the ring? 1-800-ATTORNEY, Inc. announced the launch of its new
website.
The launch of 1-800-attorney.com coincides with the company's launch of its
attorney marketing network in Atlanta and its expansion of sales into Chicago
and Boston. Consumers may access the company's website at 1-800-attorney.com,
1800attorneys.com, 1800attorney.com, 1-800-attorneys.com, 800attorney.com, 800attorneys.com
or Attorneys.com.
This newsletter is complied weekly by MediaPost staff writer Adam Bernard. Your comments, questions and submissions are always welcome and appreciated.
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