Mintz & Hoke is bowing an advertising and public relations campaign to boost the image of speciality publisher Taunton Press.
The Newtown, Conn., client offers magazines, books and videos for enthusiasts of various crafts-related activities. "Inspiration for hands-on living" is the positioning line for the campaign. Ads are designed to reinforce Taunton Press' value to its modest but devoted base of followers. Stimulating interest and cross-selling among crafts enthusiasts who may not know about all of the client's product lines is also a goal, said Chris Knopf, president and creative director of Mintz & Hoke, Avon, Conn.
Those lines include woodworking, home building, cooking, gardening and fiber arts products. Mintz & Hoke has crafted visual and audio representations in each area of interest. In print ads, the similarity of the shapes of crafts tools is used to show their unity. Radio executions link the sounds of these activities to the sound of pages turning in Taunton books and journals.
The print work has begun breaking in the company's own publications such as Fine Homebuilding, Fine Woodworking, Fine Gardening, Fine Cooking and Threads. Radio is set for select markets including Kansas City, Mo., Minneapolis and Seattle.