IQ News: Real Media Helps CMG Launch Online Campaign




Custom Marketing Group, an Atlanta-based traditional marketing company for the global travel and tourism industry, has partnered with interactive network Real Media, New York, to create an online component for its advertising campaigns. The deal could signal a breakthrough of sorts for the Web, which garnered only a small portion of the $389 million spent by tourism advertisers last year, according to Competitive Media Reporting.
The first campaign to debut CMG’s online efforts, the Mexican Millennium Program, features interactive advertisements on 15 newspaper Web sites, including boston.com (The Boston Globe), nypost.com (New York Post) and sfgate.com (San Francisco Gate). The online ads launched Dec. 1. CMG has been working with Real Media for almost a year to plan its online debut.
“We wanted to make sure the online advertisements would be uniformly integrated with our offline print advertising, and that the ads would reach a very defined audience,” said Tom Garzilli, ceo and managing director of CMG.
Real Media was able to define and target a specific audience most likely to travel to Mexico by using data the Mexican government has collected about its visitors-such as where they live and how old they are-combined with information collected by newspaper Web sites and American Express. Several interactive features within the ads, including consumer contests, can provide additional information to the marketers about their audience.
“The Mexican government had selected the regions in the U.S. where it figured the ads would be most effective,” said Dave Morgan, president of Real Media. “Because we are the sole seller for so many newspaper Web sites, we were able to place the ads in exclusive positions on the sites.”
Creating online advertisements was simply the next step in marketing efforts for both CMG and the Mexican government, which has been working with CMG for several years on its tourism advertising. “With more people getting information about leisure travel and booking travel arrangements online, the Internet has become very important in travel promotion,” said Morgan.
CMG already has discovered benefits to broadening its marketing campaigns with online advertising. “We are able to supply a lot more information about destinations online than in print,” said Garzilli, noting that CMG will continue to use print to direct people to the Internet.
CMG will distribute 950,000 magazine inserts and will reach about 100,000 American Express card members through direct mailings within the next month. CMG plans to work with Real Media to integrate online advertising into all its campaigns.


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