This is the first major re-branding for Children's in four years. Working with Minneapolis ad agency Peterson Milla Hooks, the hospital is looking to break from traditional health care advertising.
TV ads use an unscripted, documentary style to focus on doctors, nurses and Children's staff, and the special ways they approach working with kids. Print ads are headline-driven and use messages that demonstrate Children's extraordinary outcomes but also focus on small details of pediatric care that set the hospital apart. All of the work closes with the tagline: "That's why we're called Children's."
The effort also includes online, billboards and other out-of-home advertising around the Twin Cities metro area. At launch, media is focused on the Twin Cities metro area but may branch out to regional or targeted national, according to a hospital spokesperson.--Tanya Irwin