NEW YORK The Wharton School at the University of Pennsylvania is poised to launch a $2 million campaign by Red Tettemer for its Aresty Institute of Executive Education later this month.
The independent Philadelphia shop, working with Wharton CMO Carol Orenstein, will launch an online and offline campaign to build enrollment for the Executive Education Program. Using print, outdoor, transit and online, Red Tettemer's work will separate Wharton's program "from the assembly-line sameness that characterizes the business of executive education," said agency COO Caroline Debrot.
The campaign uses the tagline "We're all business" and includes nontraditional tactics as well as a Guide to the Philadelphia That You'll Never See as part of the program.
Print advertising will begin appearing nationally later this month in publications like CFO, Harvard Business Review, The Economist, Business Today in India and Australia Financial Review. Interactive ads will appear on Businessweek.com, Yahoo.com and Institutionalinvestor.com, among other Web sites.
—Adweek staff report