Time Warner spreads goodwill
Article Abstract:
Time Warner Inc.'s $4 million marketing campaign promoting the Goodwill Passport uses a combination of radio, television and direct mail. The passport, which provides family discount offers throughout New York, is part of the firm's Summer of Goodwill program, a series of sports, cultural and entertainment events. The New York firm intends to issue a million of the passports through a 6 million-piece direct mailer concurrent with a series of four, 30-second direct response television ads; two radio spots; an outdoor program; and ads in major publications. Proceeds from the Goodwill Passports will be donated to the Goodwill Games' official charities, the Boys & Girls Clubs of America and the UNICEF International.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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3 brands in 30 minutes
Article Abstract:
Chrysler Corp. has recently launched its first ever infomercial campaign for the new model year. The effort comes as the automaker debuts three new vehicles to market with all new 300-M, re-designed LHS and Concorde sedans. The infomercial, which will continue to run through the third quarter of the model year, highlights each of the vehicles in individual segments. The execution begins with a creative angle that promotes Chrysler as the home of innovation through its Chrysler Technology Center, then segues into profiles of each cars with actual Chrysler employees talking about design, interior, performance and engineering.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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Home Depot launches second spot campaign for Home Improvement
Article Abstract:
The Home-Depot Do-It Yourself Stores of Atlanta, GA, recently rolled out a 60-second and two-minute spots promoting its book, "Home Improvement 1,2,3." The 450-page book, which sells for $24.95, is based on a compilation of the most commonly asked questions of Home Depot employees. The book, which is also available in book stores, was published by Meredith Publishing. The latest commercials, meanwhile, mark the home improvement chain's second direct response television campaign. Its first DRTV ad was launched six months ago pitching the chain's proprietary Husky Torque Driver.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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