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.

Motion Picture and Video Industries, Motion Picture & TV Production, Direct Marketing, Radio, Time Warner Inc.

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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.

Product introduction, New Products/Services, Motor Vehicles, Automobile and Light Duty Motor Vehicle Manufacturing, Advertising Activity, Campaign Themes, Chrysler Corp.

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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.

Building Materials, Retail, Building Material and Supplies Dealers, Home-Depot Do-It Yourself Stores, Home Improvement 1,2,3

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