West Coast hot shop WongDoody today launches a national campaign for Event411.com, a resource for hosts and guests planning individual or organizational events. Visitors can click on everything from award dinners to board meetings to bar mitzvahs, and the site, with a listing of 1 million event-focused businesses, helps them plan it.
“We are a next-generation company, which is reflected in every thing we do, including our ad campaign,” said Steven Koltai, chairman and CEO.
“There’s a lot of stress and tension and things of that nature involved with event planning,” said Tracy Wong, creative director of WongDoody, a shop known for its humorous and creative campaigns. For this effort, encompassing consumer and business-to-business ads, Wong hopes the ads will forge an “emotional connection.”
The ads are simple and use catchy phrases. One banner reads www.trustusyouforgotsomething.com, targeting future brides and grooms as well as wedding coordinators. Another ad, shown here, will appear at airports targeting business travelers planning corporate events.
The site, which offers the tagline “Plan on it,” will not see a redesign in conjunction with this campaign, although new functions are being added, including a seating chart planner, an online printing store, and a maps and directions feature.
The brand awareness campaign will also be supported online, on sites such as those of Yahoo!, Iconocast, CNET and LookSmart; and in print in business and financial publications such as The Wall Street Journal, Business Week and Fortune; in-airport signage and in-flight magazines; and radio. The $5 million effort runs from September to May.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity