• Mediaweek, Sunday, September 20, 2009 10:30 PM

Out-of-home advertising comes in myriad forms. The Hanger Network, for instance, has evolved from ads on clothes hangers to a marketing channel reaching 35 million households. As a result, the company is relaunching and expanding under a new name: Vesta Green Marketing Solutions. It leverages a network of 40,000 dry cleaners to offer a suite of eco-friendly marketing programs.

Founded in 2003 on the concept of a recycled and recyclable alternative to wire hangers, Vesta today generates 20% of its business from product samples attached to dry-cleaning bundles via pouches or hang-tags. The company has distributed razors for Schick, Scrubbing Bubbles for SC Johnson, and body wash for Caress.

In November, Vesta will debut an information booklet of holiday recipes for a major consumer packaged-goods brand. "The key to our business [growth] was the ability to reach an affluent consumer in their home," says CEO Jeff Jensen.

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