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“How do you take your Times?” is the theme of HMS Hallmark’s new advertising campaign for the St. Petersburg Times.
The broadcast, print and promotional effort, the first for Hallmark’s Tampa, Fla., unit (which won the newspaper business last year) kicks off this week and is scheduled to run through the end of the year.
The 30-second television spots touting the award-winning newspaper’s news, sports, arts and classified sections, incorporate visually powerful, tightly edited images overlaid by a rhythmic, verbal storyline that is closer to beat poetry than rap music.
“The powerful … the magical … the passionately classical … delicious, artful … independent …” runs a phrase from the arts spot.
“As we did the research, we realized everybody reads the paper for a different reason,” said Michael Winner, HMS Hallmark Florida’s president and chief executive officer.
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