Hill, Holliday Repositions Great Plains

In Fargo, N.D., where Great Plains Software is based, one can turn 360 degrees and see nothing but horizon. That image is behind a print-based campaign breaking this summer that repositions the financial-management software maker as a global e-commerce partner.
The campaign, tagged “See further,” is the first effort by Boston-based Hill, Holliday, Connors, Cosmopulos for the client since winning the account last year. Spending in the U.S. will be just over $2 million.
In one execution, a pedestrian walks across a European street carrying a large, panoramic photograph of a road cutting through hilly terrain. “The horizon transforms,” reads the body copy.
Hill, Holliday art director Gail Schoenbrunn worked with copywriter Ron Wilcox to create the campaign. She explained the visual images are meant to appeal to the sophisticated business audience Great Plains is trying to reach.
The horizon was chosen to “symbolize the opportunities for companies both today and in the future,” said LuAnn French, director of corporate marketing at Great Plains. “We’re really excited about this, and research shows the horizon concept plays well with business decision makers,” she said.
Ads will appear in Business 2.0 and The Industry Standard as well as vertical and information technology publications, French said. Besides the U.S., the campaign will run in Canada, the U.K., Australia, Singapore, southern Africa and Germany.