Tracy Locke Talks Up Grand Marnier

DALLAS Tracy Locke’s new $4 million print campaign for Grand Marnier encourages consumers to turn off the TV and reconnect with someone special.

The effort broke in March publications and introduces “The conversation is waiting. Go there” as a tagline.

Created by the Wilton, Conn.-based office of the Dallas shop, “Conversations That Matter” features a series of 12 potential scenarios for meaningful discussions. Targeting discerning consumers between the ages of 30-55, the campaign stresses the drink’s everyday appeal.

One ad asks, “Isn’t there more to talk about than how many carbs you ate today?” Another execution reiterates that sentiment with the command, “Shut down your computer. Restart a friendship.”

The media buy includes The New Yorker, Architectural Digest, Vanity Fair, Atlantic Monthly, New York Times Magazine, Conde Nast Traveler, Travel & Leisure, Bon Appetit, Food & Wine and Golf Digest.