New York City-based ABCNews.com is launching “Newsmakers,” its first major advertising campaign, featuring the tag line, “Ready when you are.”
The campaign highlights newsmakers from around the world and focuses on ABCNews.com’s at-work user base that values the immediacy of online news.
Solutions Marketing, a division of Grey Advertising based in Stamford, CT, designed the campaign. Billings were not disclosed.
The campaign has both local and national components, and capitalizes on research confirming that people are going to the Web for news during the workday. ABCNews.com said that its own research indicates that it receives a majority of visits during the workday.
Local advertising efforts will be focused on the New York City area, specifically on at-work users. For one month, bus sides in Manhattan will feature ABCNews.com advertisements and the “Newsmaker” campaign will be featured on subway MetroCards and on coffee cups at suburban train stations and city street vendors. Also, ABCNews.com posters will be plastered around Manhattan.
Nationally, promotional spots will appear on ABC Television. In addition, Web banner advertisements will run across Buena Vista Internet Group Web sites, including ABC.com, Disney.com, ESPN.com and the GO Network, as well as selected Web sites.
The campaign features five prominent news figures–Fidel Castro, Saddam Hussein, Nelson Mandela, Madeleine Albright and Janet Reno. Each figure has an individual headline that will be placed against a vibrant backdrop.
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