Market New Haven has awarded its three-year, $1 million advertising contract to Cashman & Katz Integrated Communications.
Market New Haven, the organization spearheading the destination marketing effort for New Haven, Conn., selected Cashman & Katz for the assignment following a review that initially included several Connecticut agencies, said the organization's executive director, Susan Hartt.
Hometown shop McLaughlin, DelVecchio & Casey, which recently picked up the Nutmeg state's tourism assignment, was the runner up for the Market New Haven assignment, agency president James McLaughlin confirmed.
"It had been something that had been tossed around and discussed for the better part of 10 years, as New Haven has become a really cool place to be," Hartt said of the decision to promote the city as a destination for theater, shopping and fine dining. In addition to looking for an agency with "a certain level of billings," Market New Haven was seeking a shop with destination marketing experience and in-house creative and media buying capabilities, Hartt said.
While Cashman & Katz boasts destination experience with clients such as the Lake Compounce Theme Park and Mohegan Sun casino, the "sassy, edgy" speculative creative presented by the Glastonbury, Conn., agency during the pitch led to the shop's selection, Hartt said.
Work will include television, radio and print advertising focusing on New Haven's historic Green and the area surrounding it.
"The challenges that we have to overcome are mostly associated with the fear that a certain percent of the population has, which is going into a city," said Cashman & Katz principal Ed Katz. "The best way to deal with that is to show what the city has to offer."
Ads targeting the population of New Haven and its environs are expected to appear in the first quarter of 2001.