Real Cities Gets Built

DSW Helping Online Network Find Visitors
LOS ANGELES–Euro RSCG DSW Partners this week launches a campaign for publishing company Knight Ridder’s online services network.
The goal is to build awareness for Knight Ridder’s Real Cities (, a network of regional information hubs. DSW will primarily use offline media to expand awareness and drive traffic, beginning with the,, and sites.
The agency won the account this summer after a review of undisclosed Bay Area shops. Its Salt Lake City headquarters and San Francisco office are working jointly on the business. Billings are undisclosed.
“[DSW] clearly understands the technology and has a proven track record with marketing,” said Mike Rogers, vp of advertising at Knight Ridder, San Jose, Calif.
Print ads launch Thursday in Miami, San Francisco, Minneapolis-St. Paul and Dallas-Ft. Worth, followed by TV, outdoor, radio and online ads in early 2000. “We will deliver a centralized brand message with customization for each market,” said DSW partner David Boede.
The hubs offer locally catalogued Web directories supported by a national database to help users find information about their city. Other services include search capabilities, community publishing, e-commerce, free e-mail and national and local news.
The hubs integrate Knight Ridder newspapers into the network.
Rogers said the company hopes to have sites in the top 25 U.S. markets by the end of next year. K