Polaroid Takes a Wide-Angle B-to-B View

BOSTON Connelly Partners/CGN targets a diverse audience in its first major advertising effort for Polaroid.

Parents, teachers, dentists, beauty consultants and passport photo services are among the target audiences for different ads in the campaign from the Boston independent, which was added to Polaroid’s agency roster last fall.

Though each ad has a different constituency, the overall goal is to promote Polaroid as the most reliable solution in the business-to-business imaging sector. “The key message is that Polaroid is making a lasting impression; it’s a household name,” said agency creative director Alyssa D’Arienzo-Toro.