• March 14, 2007

Consol Energy, a Pittsburgh-based coal mining company, is launching a $3 million print and TV corporate image campaign to promote coal as a reliable energy source.

The effort, via Blattner Brunner, Pittsburgh, carries the message that Consol's coal "helps fuel more than half of America's electricity." It targets decision-makers and college and tech school grads, male and female, 25-35, uses the tag "America's On Switch." Media, also via Blattner Brunner, will blanket the coal-mining states with TV buys on nearly all major sports programming and print (spreads and pull-tab insert) in all major newsweeklies plus Sports Illustrated.

The campaign is flighted through October.

Out-of-home ads include a floor graphic of a mine shaft, placed at the bottom of sports stadium escalators--making them seem to extend deep underground--and on the doors of department store elevators, miners in an open car. There will also be 30-sheet billboards, Internet banners on 13 major sites, from ABC.com to Yellowpages.com, and a recruitment microsite, "The Mine of Life."

--Karl Greenberg