- The Washington Times - Monday, June 10, 2002

Washington is blanketing the region and the District with advertising for its first-ever cultural citywide celebration.
"Jacqueline Kennedy's Washington A Citywide Celebration," which officially kicked off last week , is a $500,000 campaign centering on the former first lady. The program is organized and produced by the Washington, DC Convention and Tourism Corp. and the DC Heritage Tourism Coalition.
The city is using the popular exhibit "Jacqueline Kennedy: the White House Years", which opened at the Corcoran Gallery in April, as the focal point for the city events.
Heavy advertising and promotion began last month when 175,000 brochures detailing the city's events were mailed to households of American Express card members. US Airways sent 1.4 million e-mail messages to its frequent flyers promoting special fares to the District and mentioning special hotel rates and passes to the exhibit and the Metro.
Newspaper advertising began last week in the New York Times, the Charlotte Observer and Philadelphia Inquirer. This week ads will run in the Pittsburgh Post Gazette and the Raleigh News & Observer. Those papers have a combined circulation of nearly 4 million. The print ads will run in those publications through mid-July. Ads will also appear in some regional magazines until the end of the summer.
A WCTC spokeswoman says the direct mailings and advertising is already working as the volume of calls to its call center has drastically increased.

Chatty ads
Apparently talking icons are a popular advertising tool these days.
Marylanders may have already spotted talking crabs on TV and Parkay has brought back its famous talking tub.
The Maryland Lottery kicked off a new TV and radio campaign, created by Baltimore's Eisner Communications, using animated blue crabs to promote its newest scratch-off game called Maryland Treasures.
Four 30-second spots and 60-second radio ads feature a male crab named Jimmy and a female crab named Shelly frolicking on the beach. They use their claws to scratch off the lottery ticket, which gives players the opportunity to win prizes to events and places around the state.
One ad shows the crabs winning concert tickets and Jimmy holds up a lighter, while Shelly attempts to play air guitar.
"The trick was to really create a personality for the crabs and to find the right technique to bring them to life," says Craig Strydom, creative team leader at Eisner.
ConAgra Foods has brought life back to Parkay in its latest ad campaign, which started running on last week. The talking tub made its debut in 1973 and was last seen in a commercial with Al Franken in 1999.
In addition, Parkay will be talking to about 500 million shoppers at supermarkets nationwide from July 15 to Aug. 11. The chatty Parkay tubs will be promoting a new instant win game. About 15,000 specially marked 16-ounce tubs contain an audio chip under the lids and announces winners.

Surf's Up
MGH, a Baltimore-based ad agency, is riding a wave of new business from the Ocean City Department of Tourism.
The summer hot spot's tourism arm chose MGH for its $1.25 million annual account after a three-month review of nearly 20 ad agencies, says Mike Noah, Ocean City's director of tourism.
Seven agencies made presentations to tourism officials before a final decision was made at the end of May. The incumbent agency was Carton Donofrio Partners in Baltimore.
MGH officially begins as agency of record in July and will likely develop its first creative work for the beachfront town for its "shoulder season" in the fall, Mr. Noah says.

New wins:
The Martin Agency in Richmond has been chosen as agency of record for AXA Financial, a financial management and advisory group based in New York. The agency will handle strategic and creative development and media planning for the wholly-owned subsidiary of AXA Group.
Landover, Md.-based Leslie Communications has been selected by the Afro-American Historical and Genealogical Society (AAHGS) to handle a nationwide visibility campaign. AAHGS, based in the District, is a nonprofit, membership organization that seeks to encourage scholarly historical studies of African-American families. Leslie Communications will also promote the society's annual convention.
Cylix Communications of Rockville has been named agency of record for Prosodie Interactive, a telecommunications service provider based in Conshohocken, Pa. Cylix will provide public relations, brand building and marketing counsel to the client.

*Donna De Marco can be reached at 202/636-4884 or at [email protected]washingtontimes.com. Advertising & Marketing appears every other week.



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