Not bionic, but 6 million dollars nevertheless

By: Joe Strupp Washingtonpost.com launches AD Campaign Blitz

At a time when many newspapers remain uncommitted to the Web, The Washington Post is launching the largest ad blitz ever for its Internet site, washingtonpost.com, with a 6-million dollars promotional campaign that will blanket coverage-area media with spots promoting the site as more than just an online version of the Post.
"It truly delivers on the brand messaging," said Greg Eckstrom, vice president, marketing, for the 3-year-old Web site. "Consumers have told us that they see washingtonpost.com as the newspaper online, but it is far more than that. We are trying to get that across to them."
Eckstrom said the goal is to highlight elements of the Web site not found in the print version, such as entertainment listings, City Guide, interactive classifieds, online discussions with Post staff, and up-to-the-minute stock and weather reports. "We are 24/7 and constantly changing," he said. "And we have the ability to help users find whatever they need."
The multimedia approach began with broadcast and outdoor ads Oct. 4, Eckstrom said. He said the campaign will run for six months, with a heavy emphasis during the last quarter of 1999.
The Washington Post hired locally based ADWORKS to develop the marketing plan. "The idea is to widen the audience of the Web site by delivering the message that it is more than the newspaper," said Jane Savoca, ADWORKS' new business manager. "We want to also differentiate it from its competitors."
Among the TV spots is a commercial that uses a pulsating, high-tech electronic beat accompanied by stop-motion photography of life in metropolitan Washington. The voice-over describes the site's many offerings with questions such as, "I have more lawyers than Capitol Hill and more restaurants than Bethesda: Who am I?" The answer, of course, is washingtonpost.com.
The message is that the online site offers everything needed to live in the Washington area.
"If you are a local resident, you'll notice this campaign ? it is designed to be everywhere," said Eckstrom. "It was important to deliver the message to consumers that washingtonpost.com is different from the newspaper."
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(copyright: Editor & Publisher October 23, 1999) [Caption]