BBL Communications has leveraged its custom-publishing relationship with Pan American Airways to secure advertising work from three new clients.
The Acton, Mass., agency in recent weeks added as-signments from the Mt. Washington Valley (N.H.) Chamber of Commerce & Visitors Bureau, the SeaHorse Ranch resort in the Dominican Republic and Transperfect Translations, a Boston-based provider of language services. In each case, BBL's entree with the clients came through Clipper, the bimonthly magazine it produces for Pan Am. The shop's duties for the clients will extend beyond Clipper's pages, though future media plans have not been finalized, according to BBL president Barbara Sabran.
Battered by the slump in the high-tech sector, long its area of specialization, BBL began producing the journal earlier this year in an effort to expand into contract publishing and contact potential clients in the destination-and-travel industry. For the latest issue, BBL created work for the SeaHorse Ranch, touting it as "Fine Caribbean living."
Coinciding with an upcoming September/October feature on Mt. Washington Valley, the shop is fashioning "A love for all seasons" print push. The goal is to draw visitors year-round to the area, which is best known for its autumn foliage and for winter ski activities.
"Considering Pan Am is only an hour-and-a-half away from us, it's a great way to get people to look to Mt. Washington as a destination," said Janice Crawford, executive director of the chamber of commerce.
The Portsmouth, N.H.-based carrier emerged from Chapter 11 bankruptcy protection last year. It primarily serves East Coast cities.