Bates Offers A ‘Choice’

St. Luke’s Fall Push Bows In Houston Media
DALLAS–Bates Southwest last week launched its first work for St. Luke’s Episcopal Health System of Houston in a local television, print, radio and outdoor advertising campaign.
Billings were not disclosed. The account is believed to be worth about $1 million annually to the $85 million Houston agency.
The campaign, set to run through No-vember to coincide with employers’ health plan sign-up period, will be anchored by three 30-second television commercials featuring the new tagline, “St. Luke’s. It’s your choice.”
Bates Southwest chairman Jerry Kerr said the work involves promoting the hospital’s services, not the least of which is its affiliation with the Texas Heart Institute. “But they certainly have capabilities [outside of] cardiovascular,” said Kerr.
In a spot tabbed “Baby,” the neonatal expertise of the hospital is touted, with an infant crawling across a floor while copy scrolling across the screen reads, “Mom had a lot of fears and even more questions.” An arrow then points to the baby underneath the words, “Successful high-risk pregnancy.”
Another television commercial for knee replacement surgery shows a father dancing with his daughter at her wedding. “He wanted the best. We understood,” the ad’s copy states.
A third ad touches on the well-known cardiovascular skills of the hospital, showing a middle-aged bicyclist enjoying a ride with his grandson, despite having undergone a triple bypass. Each ad includes the themeline, “St. Luke’s. We don’t just treat patients. We treat people.”