Tierney Print Effort Strings Along Martin

ATLANTA Tierney Communications is launching a print campaign for Martin guitar strings next month.

The Interpublic Group shop in Philadelphia has produced six ads that will begin running in June issues of guitar-enthusiast magazines and other music publications. The campaign will continue through the end of the year.

Each depicts a simple scene such as an open road, an empty city street, a railroad crossing, a front porch and a bayou. In the lower corners of the ads are illustrations of sheet music springing from a package of Martin guitar strings.

“This new campaign celebrates that Martin strings can take you and your sound to the places you want to go,” said Patrick Hardy, executive creative director at Tierney.

“We understand that guitar strings are a relatively commoditized product,” said Erin Kuhls, general manager and executive vice president of the shop’s advertising division. “Therefore, we focused on C.F. Martin’s simple sophistication and authenticity, a heritage of trusted quality and craftsmanship that inspires creativity among guitarists.”

Tierney has handled Martin’s advertising since 2002, but this is the first campaign the shop has produced for the company’s strings.

Spending on the campaign was not disclosed, but Martin had no significant outlay in measured media last year, according to TNS Media Intelligence.