$15 Mil. Budget for a Road Less Traveled: Alternative Medicine
SAN FRANCISCO–OneBody has tapped Highway One to create a national advertising campaign promoting its new Web site, OneBody.com, dedicated to the alternative medicine market. Billings are estimated at over $15 million.
The San Francisco agency was selected after a review of several undisclosed Northern California shops.
“We selected Highway One based on their strategic insight, their creative power, their understanding of our business and the tremendous passion they brought to the table,” said Kendall Lockhart, president and CEO of the Emeryville, Calif., company (formerly known as Consensus Health).
An upcoming campaign will tout the benefits of alternative medicine through print, radio, TV and Internet ads.
OneBody.com will allow consumers to connect directly with alternative healthcare professionals. Users will be able to access information on massage, acupuncture, biofeedback and other nontraditional treatments.
“OneBody.com fills a growing need among consumers for useful and reliable information about progressive and alternative therapies and the experts who practice them,” said Highway One president Andrea Metzler. “We are delighted to become partners with [them]. This is an ideal opportunity for Highway One to create a fully integrated, multimedia campaign targeting practitioners and alternative medicine consumers.”
OneBody.com is slated to go live in March. The company envisions that the site will become the premier source for information on alternative medicine on the Internet.
Highway One’s other clients include the California State Automobile Association, Coca-Cola and Hewlett-Packard. The agency is a unit of New York-based MacManus Group, which posted over $8 billion in billings in 1998.
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