Hospital Ads Turn on Adman’s Recovery
BOSTON–The tables will be turned later this summer when John Riccio steps out of his role as vice chairman of Cronin & Co. to star in an upcoming broadcast and print campaign for Hartford Hospital.
Riccio, who underwent bypass surgery at Hartford Hospital and six weeks later was back to daily 15-mile bike rides, plays himself in the testimonial-style ads.
“Usually I’m on the other side of the camera,” said Riccio, who in late May lived out his dream of biking through Italy. A TV spot featuring Riccio’s post-surgery bike trip will begin airing Sept. 7 in Hartford. The ad, along with corresponding print and radio executions, carries the tagline, “Renewing lives. Hartford Hospital.”
“Sometimes you don’t have to look farther than your own nose for a great idea,” said Kimberly Manning, senior vice president at the Glastonbury, Conn., shop. She said the ads are part of a long-term branding effort to maintain the hospital’s dominance in an increasingly competitive environment.
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