McCabe, Duval Promotes Maine Heart Center | Adweek McCabe, Duval Promotes Maine Heart Center | Adweek
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McCabe, Duval Promotes Maine Heart Center

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BOSTON McCabe, Duval & Associates is preparing a multimedia campaign supporting the launch of the Central Maine Heart & Vascular Institute, which is set to open this spring in Lewiston, Maine.

The independent agency in Portland, Maine, is crafting broadcast, print and collateral executions to tout the facility's prowess in surgical and clinical intervention, screening, risk control and overall cardiac care.

The upcoming ads will target central and western Maine residents, mainly 35 and over, with messages skewed toward women, said agency president Chris Duval.

"It is an important account for the agency because it is a chance to work with what is going to be a world-class heart center ... and to build the brand from the ground up," Duval said. Creative approaches have not been finalized.

Healthcare advertising has been among the most active segments in the New England region since the year began. Haggman, Manchester, Mass., earlier this month launched a TV salvo for Rhode Island hospital consortium Care New England, and Duffy & Shanley, Providence, R.I., recently supported a major rebranding of Massachusetts' Beverly Hospital with a flight of TV spots.