Finding the right ad representative can be a mission from hell.
Sometimes, however, the match is made in heaven.
The planets and stars aligned for Netword, a Gaithersburg, Md., company that helps people surf the Net. The dot-com hired Mr. Spock himself, Leonard Nimoy, to promote its unique service: providing patented user-friendly keywords, or Networds, for URLs.
"Nimoy's persona and what we do are a good match," said COO Shep Bostin.
The campaign features print, radio and TV work. All play off Nimoy's In Search of experience, Bostin noted.
"When people look at Internet navigation, they think it's more difficult than it should be," he explained. "[Nimoy] addresses the great mysteries: the Bermuda Triangle, the Pyramids and [Web surfing]."
Print breaks in September in magazines such as Forbes and Wired; radio and cable spots are scheduled to run this fall.