Out to Launch

McDonald's Monopoly game is back. Toby Keith likes Mr. Coffee. Belvedere Vodka says "Na Zdrowie." Welcome to highlights of ad campaigns launched this week.

Discovery, the network that loves using alternative marketing strategies, has done it again. To celebrate a new season of the Discovery Kids show "Trading Spaces: Boys vs. Girls," the network brought the show live to kids in NYC (Times Square) and Los Angeles (Third St. Promenade, Santa Monica Blvd.) with a special design competition. The live stage events consisted of two rooms ready for makeover and oversized props for kids aged 8-to-14 to use. Contestants took the stage in teams of six - three boys and three girls - and had three minutes to create the room of their dreams. Upon completion, audience members voted on which ones they liked the most. The event was developed by Interference, New York.



Two Polish words appear on every bottle of Belvedere Vodka: "Na Zdrowie," which means "Cheers!" "Na Zdrowie" also happens to be the name of Belvedere's latest ad campaign. Created by Wieden + Kennedy, Portland, Oreg., the ads mark the debut of Belvedere's new tagline, "Do you want a drink or do you deserve a Belvedere?" The ads will run in magazines such as Maxim, Details, and In Style, and on out-of-home applications such as bus shelters, taxi tops, and billboards. Additionally, a series of illustrations featuring the Belvedere bottle will tribute famous individuals and events worthy of a "Na Zdrowie." The first of these illustrations features Quentin Tarantino as a tribute to his success as a film director, and will run in Entertainment Weekly and Daily Variety. In January, the Belvedere bottle will pose as a Playboy Bunny to celebrate the magazine's 50th anniversary.

McDonald's latest ads, which launched Oct. 14, promote their yearly "Monopoly Best Chance Game at McDonald's" in-store game. The promotion runs until Nov. 10, and customers can win by purchasing Hash Browns, French Fries, or Large or Super Size drinks which carry Monopoly game pieces. DDB, Chicago created national TV, radio, Internet, and print ads. TV, print, and radio ads targeting the Hispanic market were developed by del Rivero Messianu Advertising, Miami, and African-American targeted ads were created by Burrell Advertising, Chicago.

Country singer Toby Keith has joined forces with the Mr. Coffee brand for a series of print and radio ads. "It's good to kick back at the end of my day and enjoy a personal moment," said Toby Keith as he shared one of his favorite experiences. "Mr. Coffee really helps me unwind." Print ads are debuting in the November issue of People magazine and will also appear in publications such as Country Weekly and Cooking Light. The radio promotions, A Kick Back with Mr. Coffee On-Air Giveaway, will promote Keith's upcoming Shock 'N Y'all national tour. BrandStruck, a joint operation of J. Walter Thompson and Hill & Knowlton, created the campaign.

Ameritrade's latest campaign contrasts how valuable benefits in the realm of independent investing can have differing and humorous effects when played out in other everyday situations. For example, the Ameritrade 5-second guarantee provides important benefits for investors who depend on quick execution for their S&P 100 Internet equity trades. But, employing the same 5-second guarantee in a fine-dining restaurant setting translates into chaos, as depicted in one of the broadcast spots. The four commercials debut today on CNBC, CNN, MSNBC and ESPN networks. Print and online ads will follow. Ogilvy, New York, created the ads.

American Airlines uses the testimony of actual business customers in a series of TV, print, and online ads that began airing last month. In the headline of one of the ads, Michael Mauldin, an AAdvantage Platinum member, asks "How can you upgrade to First Class if you're on an airline that has no First Class?" Thirty-second TV spots will appear on 14 cable networks, and print ads are appearing in national newspapers and magazines, plus in local newspapers in New York, Chicago, and Los Angeles. In addition, a Spanish-language version of the campaign featuring Latino travelers will air nationally and in some local markets.

The city of Hartford, CT, has been reinventing its image over the past year, with a promotional campaign designed to showcase all it has to offer - from first-rate restaurants and entertainment venues to attractive neighborhoods and places to work. The campaign's slogan, "Hartford, New England's Rising Star," highlights the city's status as a center of rebirth, both in infrastructure and the way it is perceived in the region. Lebon Press, a Hartford-based company, created the city's print/promotional campaign. The three main goals of the campaign are to create a more positive perception of Hartford, remind city and suburban residents of the resources and assets of the area, and generate increased visitation by suburban residents to the city and its neighborhoods by highlighting the restaurants, musical venues, festivals, events, the arts, and cultural activities in the city. Posters are placed in participating business windows, mainly in high traffic areas.

In website launches this week:

M3 Alliance Consulting, a Los Angeles-based firm focused on the Hispanic market, has launched a new corporate website. Targeted towards U.S. companies wishing to break into the Hispanic marketplace, the website is designed to offer viewers a comprehensive view of the company, its capabilities, and helpful articles on their core competencies and links to various Hispanic-involved organizations., an outdoor & travel planning resource, has launched several new outdoor and recreation activity sections. New activities include fishing, climbing, birding, trail running, ski resorts and scenic driving. has partnered with over 60 guidebook publishers to put 1,000 well-known guidebooks online. Accessible through Trail Finder, consumers can now search, browse and download over 30,000 guidebook chapters covering 30 activities. A Web-based subscription product, Trail Finder is updated daily with new guidebook content, topographic maps, trail reviews, real-time weather, and more.

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