General Electric, which for decades has relied on traditional media like television and print to deliver its advertising message, is looking for new ways to create buzz. As part of that effort, the
marketer is planning a major, one-day event in New York's theater district to celebrate World Health Day tomorrow and remind people that the company is a major player in the field of healthcare
technology. The effort includes adorning 30,000 theater-seat backs with linen covers featuring photos of Broadway stars Bernadette Peters, Bebe Neuwirth and Brian Stokes-Mitchell, with captions
describing what the stage stars do to stay healthy. GE also will use seven digital billboards in Times Square to flash photographs submitted by people from more than 50 countries, showing them engaged
in healthy activities, The marketer also has hired people to hand out eight-ounce water bottles, with a bright-purple label that says, "Drink This Much Water Eight Times a Day." The event was
conceived by a new marketing unit at GE called the PT Team that was formed to develop novel ideas to market the company and its technology and services. The group's name was inspired by P.T. Barnum,
the circus promoter who lived near GE's Fairfield, Conn., headquarters.
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