ELEVATOR CONTENT COMPANY TO LAUNCH ADVERTISING

By: Lisa van der Pool

Captivate Network Includes Newspapers





BOSTON – (Adweek) Creative boutique Fort Franklin is preparing to break a print campaign for Captivate Network. Captivate places digital screens, which display ad-supported news, sports and other content, in elevators.



A number of newspapers, including The New York Times, The Boston Globe, Boston Herald, and Chicago Tribune, contribute content to Captivate.



The national branding effort, themed “Think inside the box,” consists of seven print ads. The campaign will run in trade publications, including Adweek, over the next several months.



“We had two target audiences: media buyers and advertisers and building managers,” said Suzanne Griffin, marketing manager at Captivate Network. Spending is less than $1 million.



Captivate’s screens are in over 80 office towers in New York, Boston, Stamford, Conn., and other cities across the country.



Fort Franklin, formerly known as Gallucci Advertising, was formed last year by Marc Gallucci, a creative director who has worked for Arnold Communications, Boston, and other regional agencies. He is best known for his radio campaigns for Cider Jack hard cider.





Related stories:



BELO, SFGATE JOIN CAPTIVATE NETWORK (08/09/00)



CAPTIVATE NETWORKS PUTS CONTENT IN ELEVATORS (04/12/00)





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