- The Washington Times - Sunday, June 1, 2003

Americans continue to be ready for a terrorist attack thanks to a public-service advertising campaign aimed at educating the public on what to do in case of such a threat.

The U.S. Department of Homeland Security and the Advertising Council’s national “Be Ready” campaign began Feb. 19, and officials are pleased with the results.

As of May 23 there were 15.4 million unique visits to the Web site, www.ready.gov, and 138,247 phone calls to the toll-free number featured in the ads.

“The reason it is off to a fast start is because of the events in the country and the potential for more terrorist attacks,” says Peggy Conlon, president and chief executive of the Ad Council in New York. “It’s been tremendously successful.”

The campaign, created pro bono by the Martin Agency in Richmond, relies on media outlets to donate the air time or publication space. In the first three months of the campaign, the donated media space was worth more than $10 million, according to the Ad Council.

The campaign is on track to become one of the most successful campaigns produced by the Ad Council. The group produced such memorable campaigns as “Loose lips sink ships” during World War II, “Take a bite out of crime” and “Friends don’t let friends drive drunk.”

The average Ad Council campaign receives about $30 million in donated media per year.

D targets Wall Street

Dominion, one of the nation’s largest energy companies, based in Richmond, began a new print campaign last month to help make its name — or at least its stock symbol, “D” — more recognizable.

The ads, created by the Martin Agency, feature everyday images such as a yield sign or a sign for New York’s Broadway with the letter “D” missing from the image. The ad asks: “Have you seen ‘D’ today?” and includes a business fact about Dominion.

Company officials say the ads will help make Dominion more well known, which could result in more investors and a better stock price trading on the New York Stock Exchange.

Four ads, slated to run for two months, appear in business publications such as Investor’s Business Daily, BusinessWeek, Forbes and Fortune.

New wins

• The Dan Rosenthal Co. has been named agency of record for Winchester Homes, the Bethesda-based builder of single-family homes and town homes in Maryland and Virginia. The Bethesda-based ad agency will provide strategic marketing services including broadcast, print, direct mail, media services and event campaigns to further develop the consumer-focused brand.

The Dan Rosenthal Co. has also started work for its newest client, the National Center for Children and Families, a Bethesda-based private nonprofit child and family-welfare agency serving Maryland and Washington.

• Laughlin, Marinaccio & Owens Inc., an Arlington ad agency, has been hired by Changing Planet, an organization planning to start an interactive environmental-education center in Arlington. LM&O; will help Changing Planet with its corporate identity, fund-raising materials, marketing and advertising.

• Doctors Groover, Christie & Merritt, a Rockville radiology practice, hired Momentum Marketing of Alexandria to handle marketing services and public relations for the 87-year-old practice.

• Live Wire Media Relations, a public relations firm in Alexandria, added three clients to its roster: the Carlyle Group, a private equity firm; professional services firm Deloitte & Touche and Sport & Health Co., a health club chain based in the Washington area.

Got news? Donna De Marco can be reached at 202/636-4884.


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