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Cashman Markets New Haven

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Cashman & Katz Integrated Communications has launched a multimedia push for Market New Haven, an organization dedicated to promoting the city's downtown district.

The campaign introduces the tagline, "New Haven: C'mon, live a little!" and seeks to convince consumers to sample what the mid-sized Connecticut city has to offer.

The effort employs broadcast and print components and is intended to position New Haven as a "happening" city. A quartet of 15-second TV spots showcase Chapel Street boutiques and restaurants as well as entertainment venues and local nightlife.

"New Haven's wealth of cultural resources is sort of a best-kept secret. It's a great city with a rich array of things to do and see," said Ed Katz, principal of Cashman & Katz, Glastonbury, Conn. "Of all the Connecticut cities, New Haven has the best nightlife." Katz grew up in the area and lived in the in the city in the early 1990s.

The ads have begun rolling out in markets statewide. Print executions with similar themes will break in Connecticut Magazine, the New Haven Resister and elsewhere.

Elements of the campaign, such as the tagline, will also be used this summer in print and radio ads promoting events taking place on the historic New Haven Green and in other city locations.

"As many media materials as possible will carry the logo and tagline," said Susan Hartt, executive director of Market New Haven,which is supported by the City of New Haven, Yale University, the Community Foundation of Greater New Haven and various private concerns.

Cashman & Katz was selected for the assignment late last year following a review in which Connecticut Tourism agency McLaughlin, Delvecchio & Casey, New Haven, was runnerup. Cashman & Katz's work for the Lake Compounce Theme Park and Mohegan Sun Casino were key factors in the shop winning the assignment.