Maier’s ‘Big’ in Its Home State

Agency Breaks Conn. Mentoring Campaign
BOSTON–Maier Advertising branches out from its forte–business-to-business ads for high-tech and industrial clients–for a recruitment campaign on behalf of Nutmeg Big Brothers Big Sisters.
Within a week, a TV effort for the mentoring organization will begin a three-month run in Connecticut.
Appearing in the public service announcement are Gov. John Rowland, who has been featured in a number of recent commercials, including spots for the state’s tourism and transportation departments, and State Rep. Bill Dyson of New Haven.
Dyson sponsored a bill passed by the legislature last year that gives state employees an additional week of paid vacation for every year they serve as a Big Brother or Big Sister.
The ad is aimed at the more than 50,000 employees who qualify for the new benefit.
The Farmington, Conn., agency also created print ads, posters, radio spots and recruitment materials that McDonald’s restaurants throughout the Nutmeg State began displaying earlier this year.
Maier’s Steve Fortado served as art director on the campaign, working with copywriter Rick Mellon.