Out to Launch

TAG Heuer calls in four celebs for its latest campaign. TiVo likes to watch. Nautica debuts a global marketing campaign. Let's launch! has launched its latest campaign, illustrating how the company offers more travel options than its competition. The first spot, "Girls' Weekend," shows a young woman arriving in a hotel room for her vacation. She meets a hot guy on her balcony, but wakes up from her fantasy when her co-worker announces that there are doughnuts in the conference room. The woman was using a virtual tour of the hotel tool that provides. "Girls' Weekend" debuted on network and cable on January 24 during programs such as "Good Morning America," "Joey," "Late Show With David Letterman" and "Late Night With Conan O'Brien." "Vegas," which bowed on February 7, features a man in a high-stakes poker game. He has a winning hand and is just about to bet all his chips when his wife interrupts the fantasy asking him if it'd kill him to change the toilet paper roll. The campaign also includes print and radio components and was created by Deutsch L.A.



Keeping with travel, Texas Tourism launched a national TV, print, radio, and online branding campaign February 9 targeting travelers aged 25 to 54 and seniors. The campaign is estimated at $15 million ($2 million alone on interactive) and runs throughout the year, with a larger push from February through June. Texas Tourism will continue to use the tag line, "It's like a whole other country." The TV ads track the vacation experiences of a family as they travel throughout the state and participate in various activities and see the sights. Print ads will break in March magazines including Coastal Living, Cooking Light, Cottage Living, Cowboys & Indians, Good Housekeeping, Organic Style, Southern Living, and Woman's Day to name a few. The campaign was created by TM Advertising.

Nautica Enterprises is launching an integrated global marketing platform this spring to connect consumers with its brand that celebrates the challenges of balancing life. "Navigate Life" shows moments of balancing family, friends, work, and play. Beginning in March, the message will be shown through multiple page inserts using themes such as, "Navigate Adventure," "Navigate Commitment," "Navigate Relationships," and "Navigate Freedom." The inserts will run in Details, GQ, In Style, Men's Health, O The Oprah Magazine, People, Travel & Leisure and Vanity Fair in addition to newspapers, outdoor, and online. Nautica also hired actor Thomas Jane and model Chandra North to appear in the campaign. This is a first for the company, who has never featured a celebrity in a campaign. Laird + Partners created the ads.

Suave is challenging women to tell the difference between its brand and its more expensive competitors with the "Can You Tell" campaign, first introduced in 1997. Using print, outdoor, and online creative, the ads want to show women that they can't tell the difference. The print campaign shows a model and a large question mark with copy stating "Suave or (either Matrix, Pantene, or Nexxus is named)?" The campaign doesn't use any Suave products or logos. Ads direct women to, where visitors can take the Suave Challenge. Once a guess is made, the site reveals what product was used on the model. If a competitor's product is chosen, the site recommends an alternative Suave product to use. Print ads debuted in February issues of Allure, Glamour, Lucky, Seventeen, Shape, Real Simple, Cosmopolitan, and InStyle. Outdoor ads will run in New York, Chicago, Minneapolis, Phoenix, and Dallas. The traditional components were developed by Ogilvy Chicago, and interactive was handled by OgilvyOne Chicago.

Ask Jeeves launched six television spots to promote its search site, This campaign marks Ask Jeeves' return to TV after a four-year hiatus. The 15-second spots will appear on national cable, primetime, and syndicated television, and feature the tag line: "Ask Jeeves. And get what you're searching for." Each spot shows someone seeking information from an "expert," but on a topic they are not familiar with. The spots conclude with the suggestion to search Ask Jeeves, as it is a more authoritative source than its competition because it uses its own proprietary technology to search more than just the popularity of a Web site. The ads were created by TBWA/Chiat/Day San Francisco.

TAG Heuer has chosen four celebrities, Uma Thurman, Tiger Woods, Maria Sharapova, and Jeff Gordon, to be brand ambassadors in its "What Are You Made Of" campaign. The integrated media campaign includes online, direct marketing, and outdoor components and was created by Holistic Communications of Marin, Switzerland. Print ads will run in fashion, lifestyle, and sports publications.

Carlson Hotels Worldwide has launched a hotel loyalty program, "goldpoints plus," offering members more ways to earn points for rewards faster, and more freedom to redeem them. Members of "goldpoints plus" can earn Gold Points when they stay at more than 800 participating Radisson Hotels & Resorts, Park Plaza Hotels & Resorts, Country Inns & Suites By Carlson, and Park Inn locations worldwide. Developed by Carlson Marketing Group, "goldpoints plus" offers three levels of membership: Base, Silver Elite, and Gold Elite. The program will be supported by a national promotional campaign, including ads on CNN's business traveler network, and in USA Today.

The U.S. Department of Homeland Security and the Ad Council launched a public service announcement (PSA) to encourage parents to develop a family emergency plan. Created pro bono by BBDO New York, the TV, radio, print, and outdoor PSAs direct viewers to call 1-800-BE-READY to learn about the best ways to protect themselves and their families against terrorism and other emergencies. In the TV and radio ads, children ask their parents various questions about what they should do in the event of an emergency. In the coming months, an extension of this campaign, entitled, "Ready Kids," will launch.

Carat Interactive launched a radio and online campaign for TiVo leading up to Valentine's Day. "I Like to Watch" targeted both gay and straight audiences with a playful, sexy approach to the TiVo brand, while encouraging significant others to purchase a TiVo as a Valentine's Day gift. The creative ran on, PlanetOut, and TV Guide Online. The ads brought consumers to a landing page that allowed them to click on "Buy a TiVo" box, "Give a TiVo" box, or "I want a TiVo" box, which sends a post card to a loved one lacking subtlety. "I Like to Watch" ran from February 7 to 14.

In Web site launches this week:

Nothing says, "I love you" like running a background check on your significant other. launched on Valentine's Day and offers New York residents online access to every criminal record in the state and throughout the country. The best part of the launch has to be the Valentine's Day promotion it ran. If your Valentine turns out to be a convicted felon the broken hearted gets a bouquet of flowers and a box of chocolates, and get this (!): The company will even dump this enigmatic person with a past for you. I can't say that I've never been called an enigma before, but a background check? Ouch. The site identifies a person's previous address history and then conducts a national and New York statewide criminal search. If the individual has lived outside New York, conducts criminal searches in the previous counties of residence. The Insta-Search address history is available instantly online. The results of the New York statewide and national criminal search are available in one to six business hours.

Deep Focus created the Web site for MGM's upcoming movie "Be Cool," starring John Travolta and Uma Thurman. The site is the international destination for the film, with translations in 11 languages. In addition to standard information about the film, such as information about the cast, the site also incorporates a feature that allows audiences to be both director and producer of their own music video starring the cast and using music from the film. Deep Focus will also be launching an online campaign for the film later this month.

Strategic marketing agency Red Robot has relaunched its Web site. The new site better reflects the company's work with emerging technologies, such as VOD and DVRs, as well as their efforts to introduce major brands to innovative marketing initiatives.

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