- The Washington Times - Monday, February 4, 2002

Long & Foster Real Estate Inc. is using a fairy tale with a modern twist to introduce its newest service for home buyers and sellers.
The "Old Woman Who Lived in a Shoe" is the focus of the real estate brokerage's latest ad campaign, which debuts today on television, radio and in newspapers.
The commercials show the old woman who isn't actually that old talking about the benefits of Long & Foster's new HomeLink service as her eight children run rampant throughout the house. The service provides Long & Foster customers with a personal move coordinator, who will assist them with the countless details of buying or selling a house from finding a painter or an electrician to hiring a cleaning service or a moving company.
The campaign was created by the Dan Rosenthal Co., which was hired in May to kick off the new service.
The Bethesda-based ad agency discovered through research and focus groups, that the HomeLink service was a timesaver for consumers and relieved some of the stress of buying or selling a house.
Two 30-second and two 10-second television spots will air in the Baltimore, Washington, Richmond and Hampton Roads, Va., markets. Two 60-second radio ads will run in several different markets throughout Washington, Maryland, Virginia, Pennsylvania and West Virignina. Color print ads will appear in four regional newspapers.
The ad campaign is scheduled to run through mid-March.

Relationships work
Strategic Communications Group is using its relationsips with more than 500 professionals from all industries to help foster its client list.
Two new technology companies NETSEC and Microspace Communications Corp. have signed on with the Silver Spring-based agency partly because of its "Network of Relationships," says Marc Hausman, president and chief executive of Strategic Communications.
Mr. Hausman says Strategic uses the different relationships it has with other professionals from those in associations to those who are clients already to help their clients grow their businesses.
For example, Strategic may be able to facilitate a meeting between clients or with an executive that may complement each other's business.
"We're going beyond our public relations and marketing services," Mr. Hausman says.
Billings for NETSEC, based in Herndon, and Raleigh, N.C.-based Microspace are about $300,000 combined.

More new wins
Arnold Worldwide, based in McLean, has been named agency of record for the National Trust for Historic Preservation, a nonprofit organization that focuses on saving the country's historic places and revitalizing its communities.
Cylix Communications, a public relations and marketing communications firm in Rockville, has added to its client list California-based Smart Telecom Solutions Corp., a telecommunications solutions company that offers products and services like disposable cell phones, prepaid phone cards and radiation-protection devices for cell phones.
The Dan Rosenthal Co. will handle advertising for the International Spy Museum, which is set to open this summer. The agency will create radio, print and transit ads, as well as direct-mail pieces for the 62,000-square-foot museum.
Enten & Associates, based in Bethesda, has been hired by Savings Bank Life Insurance Co. as media agency of record in the Mid-Atlantic region.
Leslie Communications in Landover handle public relations and promotions for "City Talk with Councilman Harris," a new talk-radio show airing every second and fourth Wednesday hosted by Baltimore City Council member Kenneth N. Harris.
Qorvis Communications, based in McLean, will provide investor relations counsel and services the Advisory Board Co., which provides best practices research and analysis to the health care industry.

Donna De Marco can be reached at 202/636-4884 [email protected] Advertising & Marketing runs every other week.



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