By: David Gianatasio
The advertising agency Adams & Knight has unveiled an integrated campaign for Web sites associated with The Hartford Courant, Connecticut’s largest-circulation daily newspaper.
The effort uses TV, radio, print, billboards, and Web executions touting two different Courant sites: Courant.com, which features news and current-events commentary, and Ctnow.com, for art and lifestyle coverage.
The campaign budget was not disclosed but the client has spent about $200,000 annually on ads in recent years, per TNS Media Intelligence/CMR.
For the new work, an attempt was made to “dramatize the difference between news and entertainment and why it’s natural for the two to have their own Web sites,” an agency representative said.
One outdoor execution visually suggests this dichotomy by using the image of an electric guitar with its neck terminating in a judge’s gavel.
The two halves of the tagline, “Courant.com for what to know. Ctnow.com for what to do,” appear on opposite sides of the billboard.
Don Carter, creative director at the independent agency in Avon, Conn., oversaw the campaign. Carter and Mike Russo served as art directors; Pat Dugan handled copy chores.
Adams & Knight works for the newspaper on a project basis.