By: David Gianatasio
New Paper Still Has a Lot Of ‘Grit’
by David Gianatasio
BOSTON – (Adweek) Holland Mark Advertising this week launches a
multimedia campaign for The Boston Globe designed to highlight
the daily newspaper’s redesign and several recently introduced
or revamped sections.
The campaign, which uses the new tagline ‘Designed to fit your
life’ targets young, Web-savvy readers, portraying the paper as
an essential source of information in the fast-paced Internet
economy. The effort demonstrates ‘The Globe’s ability to keep
you ahead of this ever-changing world,’ said Bob Minihan, chief
creative officer of Boston-based Holland Mark, which has shortened
its name from Holland Mark Edmund Ingalls.
One TV spot follows an apparent ‘slacker’ as he skateboards through
the city, ultimately revealing that he is in fact a corporate CEO
who depends on Globe coverage to help him understand the contemporary
business scene. A print ad shows the paper folded in the shape of a
cellular phone and employs the headline ‘How to stay in touch.’ Radio
and outdoor ads are also part of the effort.
Globe ad spending was not disclosed but is believed to be in the low seven-figures.
Along with cleaner, updated design and type elements, new and revamped
sections focusing on business, careers and lifestyles were unveiled
this week by New England’s largest daily.
A new branding effort for the Boston Herald, the region’s No.2 paper,
is expected to appear in the fall, marking the first effort from newly
named Herald agency Hill, Holliday, Connors, Cosmopulos, Boston.
For complete coverage of The Boston Globe’s redesign, please see E&P’s
coverage from the Sept. 11 issue, available online.
(c) Copyright 2000, Editor & Publisher