Holland Mark Puts New Spin On Top Clients

Holland Mark Martin Edmund here has changed tactics for The Boston Globe and the Massachusetts Office of Travel & Tourism.
Print, radio and outdoor ads for New England’s largest daily newspaper began rolling out last week with the new tagline, “Turn to the Globe.”
“They wanted a line that would take them through the next few years and reinforce their position as the No. 1” news source in the region, said Holland Mark creative director Bob Minihan, who penned the line.
“Go out. Chat with live humans” reads an ad promoting the Globe’s entertainment listings. An execution for its business section reads, “You have to spend money to make money: 50 cents,” referring to the newspaper’s daily cover price.
The campaign promotes the Globe as “a powerful medium in a fragmented [media] world,” said Jeff Flanders, the paper’s vice president of promotions and marketing.
Separately, ads breaking next month for the Massachusetts Office of Travel & Tourism feature Boston Duck Tours driver Neal Odams discussing various Bay State attractions. Odams replaces “Ducky,” the spokescharacter created last year by Holland Mark to lampoon the banality of Disney-style theme parks.
A series of 15-second TV commercials and four print ads maintain the tagline, “Take a real vacation,” and continue to target potential visitors in nearby markets.
MOTT spent $3.5 million on ads last year, and the Globe spent about $2 million in each of the past two years, per Competitive Media Reporting.