New Campaigns: Southeast

Client: Colonial Williamsburg, Williamsburg, Va. Agency: Just Partners, Richmond, Va. Creative Director: Carolyn McGeorge Copywriter: Joe SmithArt Director: Carolyn McGeorge Account Executive: Joel ConstantzIn the first major advertising campaign for its inaugural client, Just Partners of Richmond, Va., plays off both the history of Colonial Williamsburg, as well as positioning the family tourist destination against a more modern attraction, like Disney World. Indeed, one print ad shows a tricorner hat and is headlined: 'Would you visit if we put big ears on it?' The copy in the ad goes on to explain that fancy theme parks, video games and pricey souvenirs do not necessarily a vacation make, compared to getting your children in touch with their history as Americans. Another effort, leaning to the historic nature of the town, shows two pewter mugs of ale and the message: 'The American Revolution. Like any good fight, it started in a bar,' to make the point that visitors can sit in the same pub the founding fathers did 200 years ago as they pondered breaking away from England. The ads are part of a comprehensive campaign that includes television, which broke in March...... --Jim Osterman------------Client: International Paper, Statesville, N.C. Agency: Loeffler Ketchum Mountjoy, Charlotte, N.C. Creative Director: Jim Mountjoy Art Director: Gordon Smith Copywriter: Ed Jones Photographer: Jim FiscusTrying to lend visual appeal to an item like foamboard was the challenge for Loeffler Ketchum Mountjoy of Charlotte, N.C., in a campaign for International Paper's Foam-Cor and Gatorfoam products. The thrust of the advertising is twofold: establish the client's brands to the target audiences and suggest product applications. One print ad shows artist and illustrator Michael McMullen with the message: 'I like its ability to maintain sharp color lines . . . I also like the ability to blur them,' referring to the ease of working with the materials. Another execution shows designer and set builder Allen Schaffer in an environment he built using the foamboard, only the set has been constructed in a canyon to underscore its portability. The underlying theme of the entire advertising campaign is: 'See What You Can Do.'.....--J.O.------------Client: General Aviation Team 2000, Washington, D.C. Agency: Tinsley Advertising, Miami Executive Creative Director: Russ Slaughter Creative Director, Art Director and Copywriter: Dorn Martell Agency Producer: Robin Konopka Post-Production Company: Post Edge, Hollywood, Fla. Music Arranger: John Martin, Miami Music WorksTinsley Advertising in Miami wanted to keep its advertising message simple for General Aviation Team 2000, a consortium of aircraft manufacturers, aviation associations and flight schools. In a 30-second television commercial dubbed 'Clouds,' the viewer enjoys the same scenery an airplane pilot does as superimposed copy queries, 'Ever dream you could fly? Stop dreaming. Start flying.' Musician Carlos Santana's classic melody 'Europa' adds to the dreamlike quality of the TV commercial. (In fact, most of the production budget was invested in the music component, while the video consists of stock footage.) 'Most people have dreamed of flying, literally and figuratively,' said Tinsley Advertising group creative head Dorn Martell. 'We just tried to capture that emotion . . . and make it seem feasible.' The television spot--ending with the World Wide Web site address (www.beapilot.com) and a toll-free telephone number (888-BE-A-PILOT)--broke late last month on CNN and The Discovery Channel. Print and collateral support the TV effort...... --Katy EckmannCopyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED Southeast

Brand Marketing

New Campaigns: Southeast

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