Idearc Media Corp., publisher of the Verizon Yellow Pages and home to Superpages.com®, recently launched a national advertising campaign to introduce the Idearc Media brand. The two 30-second spots, created by TM Advertising, break on national cable television and will be seen on select cable networks including: ESPN, ESPN 2, Fox News, Discovery, CNN, TBS, TNT, A&E, History, AMC, MSNBC, Food Network, HGTV, USA and DIY.
The commercials, entitled “Storybook,” present the Idearc Media brand by underscoring the connection between the company that spun off from Verizon Communications and the established brand equity of Verizon Yellow Pages and Superpages.com. The commercials rotate for 10 weeks and will be seen by more than 89 million people nationwide. [View the two commercials here at www.idearc.com.]
“The commercial complements the local messaging that we have been and will continue to articulate throughout the year in various marketing initiatives,” said Mike Pawlowski, senior vice president and chief marketing officer. “While the name of our company is relatively new, our products are established and reputable.”
“Storybook” Features Multi-Platform Products Delivering Results
Through a series of vignettes, “Storybook” shows Idearc products in use – in ways relevant and compelling to both consumers and advertisers. The style and tone of the commercials communicate energy, stature, quality and credibility.
“These spots communicate two messages to advertisers: first, you are advertising in an excellent product set and, second, we are supporting you by promoting the product to your customers,” Pawlowski said. In addition, they remind investors we are a solid company with an extraordinary multi-platform product portfolio.”
Throughout the year, Idearc Media’s local advertising and marketing programs include
grassroots marketing and media events, major community event sponsorships, local television, radio, print, online and out-of-home creative, professional sports sponsorships and usage promotions through contests in the directories and on the covers.
“At the end of the day, it comes down to making sure we communicate a consistent message,” Pawlowski said. “We continue to be the fastest and easiest way to find relevant local shopping information.”
About Idearc Inc.
Idearc Inc. (NYSE:IAR) connects buyers with sellers with its multi-platform of advertising solutions including Verizon Yellow Pages and smaller sized portable Verizon Yellow Pages Companion Directories, Superpages.com® (www.superpages.com), Superpages MobileSM, Solutions At Hand™ magazine and Solutions Direct™ direct mail packages. Idearc provides sales, publishing and other related services for more than 1,200 distinct directory titles in 35 states and the District of Columbia. Superpages.com, the expert in local search with more than 2.8 billion network searches in 2006, includes a comprehensive list of businesses in the United States – a total of approximately 18 million. Superpages Mobile provides local search functionality for wireless subscribers. For more information, visit www.idearc.com.
Click here to view Spot #1(.wmv).
Click here to view Spot #2(.wmv).
Click here to read the story from Brandweek.
TM Advertising has been hired by Motel 6 to handle the brand’s online advertising duties. The agency was tapped following a three-month creative and strategic review. TM will be responsible for Web site design, online advertising and online HTML newsletter communication.
“We were looking for an agency partner who shared our passion and vision for the Motel 6 brand,” said Anne Lawrence, vice president, E-Commerce for Accor North America. “TM Advertising is a great fit for us. Its creative and strategy were impressive and right on target. We’re excited to name TM as a new interactive partner for 2007.”
TM’s first assignment will be to completely redesign the Motel 6 Web site, scheduled to launch this spring.
“We’re honored to be entrusted with this all-American brand,” said James Hering, executive vice president and director of integrated marketing for TM Advertising. “Motel 6 is a great brand with tremendous potential online, and we’re excited to get started on all of its interactive initiatives planned for this year.”
Motel 6 offers the best price of any national chain at more than 850 company-owned and franchised locations covering 48 U.S. states and Canada. For 21 years, Motel 6 has used the tagline, “We’ll leave the light on for you,” earning the chain the highest brand recognition in the economy lodging segment. Motel 6 was the first national pet friendly chain, welcoming pets since 1962. Standard amenities include free local phone calls, no long distance access charges, free morning coffee, data ports, and cable channel line-up with premium channels including HBO, ESPN/ESPN2, and CNN. Most locations offer swimming pools and guest laundry facilities. For more information, visit www.motel6.com.
