By: E&P Staff Gannett Co. on Monday announced the launch of its first-ever campaign involving all its platforms from local newspapers to blogs for the National Breast Cancer Foundation (NBCF).
"The initiative includes advertising throughout Gannett's vast network of media -- from local newspapers, broadcast stations and web sites to national brands like USA Today, USA Weekend, Captivate, MomsLikeMe.com and Nursing Spectrum -- for maximum exposure, " Gannett said in a release. "This is the first such network-wide marketing solution created for a single advertising client by Gannett and is part of a corporate initiative to help clients better reach their audiences through 'one stop shopping' for advertising and television production."
NBCF, a charitable non-profit organization based in Frisco, Texas, launched the campaign to promote its early detection program during National Breast Cancer Awareness month.
"By leveraging the full scope of Gannett's vast array of properties, we are able to help NBCF reach women through online social communities, on TV, in local and national newspapers, even in elevators on their way to work," Gannett CFO Gracia Martore said in a statement. "Gannett could not be more pleased than to help NBCF accomplish this most important of missions."
The campaign runs through the month of October, and includes front-page spadia advertisement in the Cincinnati Enquirer; home delivery in a pink plastic bag wrap with NBCF's message; ads in community papers plus full-page ads in USA Today and USA Weekend; pink-shaded elevator screens in the 763 hotels and office buildings using the Captivate Elevator Network of elevator news and information; and home page and subfront ads on USAtoday.com, the top five Gannett Broadcast sites and the top five U.S. Community Publishing sites.
Gannett said it topped the initial campaign by donating an additional 20% in advertising and production.
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