Duffy & Shanley Seeks Exodus

For Duffy & Shanley, the proof is in the pudding. The agency last week launched the second installment of the Rhode Island Development Corp.’s media campaign designed to lure Boston businesses to the nearby Providence, R.I, metropolitan area.

Three print ads showcase companies and individual employees who have selected Providence since the agency last year launched its first ads for the client’s Web site, mass-exodus.com.

Executions feature people such as Tammy Kohl, principal software engineer at Context Media, who relocated to the Ocean State for quality of life reasons, and Ed Weisberg, president of Web development firm Bx.com, which moved its headquarters from Massachusetts to Rhode Island.

“We’re trying to make it real,” said D&S chief executive Bob Newbert, who dubbed this part of the campaign, “the proof phase … This isn’t just a marketing spin, this is a real program with real people.”

Ads breaking now include the message, “There is intelligent life out there. We know. They have responded.”

Print ads targeting the technology sector are running through the end of January in publications such as Mass High Tech, Boston Software News, and Boston Business Journal. The campaign, estimated in the low six figures, also includes online work through banners and electronic newsletters.

Last year’s work included a street marketing campaign that featured Gen Xers in black T-shirts and khakis handing out temporary tattoos, postcards, flyers and coasters emblazoned with the mass-exodus.com logo.