DSW to Debut Web Network Ads

After Summer Win, Shop’s Real Cities Work Is Going Offline
LOS ANGELES–Euro RSCG DSW Partners is set to launch a national campaign this week for publishing company Knight Ridder’s Real Cities network, an online source of regional information hubs. Billings are undisclosed.
DSW will primarily use offline media to expand awareness and drive traffic to the hubs, beginning with Real Cities’ Miami.com, BayArea.com, TwinCities.com and DFW.com.
The agency won the account this summer after a review of undisclosed San Francisco-area shops. DSW’s Salt Lake City headquarters and San Francisco office are both working on the account. Billings on the business are undisclosed.
“[DSW] clearly understands the technology and has a proven track record with dot.com marketing,” said Mike Rogers, vp of advertising for the San Jose, Calif., company. DSW’s clients include Iomega and Ask Jeeves. It handles online duties for Intel.
Print ads launch on Thursday in Miami, San Francisco, Minneapolis and St. Paul, Minn., and Dallas and Ft. Worth, Texas. TV, outdoor, radio and online ads break in early 2000.
“One thing that excited us about this company is that they have a brand differentiation to individual markets,” said David Boede, a partner at DSW. “As the campaign rolls out, we will deliver a centralized brand message with customization for each market. It’s a modular campaign that allows us to customize each hub.”
Real Cities’ regional hubs, which are located at www.RealCities.com, offer locally catalogued Web directories supported by a national database to help users find news and information about their cities. Other services include e-commerce marketplaces, national and local news, free email and a one-time registration service for use on all Real Cities Web sites and on-line services. The hubs integrate each hometown Knight Ridder newspaper into the network. Rogers said the company hopes to have the Web sites in the top 25 markets by the end of 2000. K