Branding the South: Turner South Chooses Payphone Advertising
For Immediate Release:
Branding the South: Turner South chooses payphone advertising
with Prime Point Media for branding campaign
[Atlanta, August 29, 2001--] How do you brand the South? Turner South knows. The cable network recently brought its signature brand directly to its community with display ads on public phone kiosks provided by PrimePoint Media. PrimePoint Media offers clients access to over one million locations nationwide and the tools to micro-target audiences by demographics. And that’s exactly what Turner South did, placing its “Club Med, Southern Style” advertisements prominently across Atlanta’s mature neighborhoods, reminding us that not too long ago, the hot days of summer were more of a treat than an inconvenience.
“An important aspect of our brand is community,” said Irene Foran, marketing manager at Turner South. “Our expertise is in knowing the climate, culture, lifestyle of this community. Advertising with PrimePoint Media reinforces our nostalgic image of the South and shows that we’re different. We wanted to use out-of-home advertising as part of our branding strategy, and this was a nice venue for our message. The ads are intimate because they are human-scale, not bigger than life, and our community sees them where they live and hang out.”
“Prime Point Media’s phone kiosks are a perfect venue for our clients because we can pinpoint locations by demographics and place multiple, eye-level images prominently in high-trafficked areas. In addition, it allows us to place brand selling messages at many points of purchase,” said Joel Babbit, Founder and CEO of 360 Thinc. “It’s a hot new medium and we’re proud to bring it to our clients first.”
PrimePoint Media, the largest aggregator of public phones, has made eye-level, human-scale street media accessible for micro-targeted advertising. PrimePoint Media’s proprietary database system maps locations with demographic data so advertisers can pinpoint consumers where they live, work, travel and play. From point-of-purchase to major intersections to regional or neighborhood events, short-and long-term advertising and branding campaigns are strengthened with the innovative street media mix.
Turner’s “Southern Style” ad campaign, designed by Huey Paprocki agency in midtown, captures the friendly face of the south while playing on the vocabulary of the modern era. “Wireless communication, Southern style” depicts a social crowd in the barbershop. “Online, Southern Style” shows a young boy catching a fish with his grandfather, while the Club Med image portrays two young boys in boots beside a wading pool on a vast lawn.
About PrimePoint Media
PrimePoint Media, formerly National Public Communications Media, offers over one million display advertising locations nationwide. The largest aggregator of public phone enclosures, PrimePoint Media enables media buyers to choose locations where their target consumers work, travel, live and play with pinpoint accuracy using demographic data. The ability to saturate an area with multiple human-scale images is ideal for branding campaigns, point-of-purchase promotions and special events. By providing a new revenue source for public phone owners, PrimePoint Media assures that America’s prime real estate locations for public use will remain accessible to advertisers.
About Turner South
Turner South, Turner Broadcasting System, Inc.’s 24-hour regional entertainment network, presents a mix of original programming, movies, regional news and sports to cable and DBS affiliates in Alabama, Georgia, Mississippi, South Carolina, Tennessee and regions of North Carolina. Available to 5.6 million homes, the network has garnered 12 Emmy Awards and 14 National Promax/BDA awards, and penetrated its universe by more than 70 percent in the first 18 months of existence, making it the fastest network to reach this distribution percentage in cable history. The network also offers games from the Atlanta Braves, the Atlanta Hawks and is the official home of the NHL’s Atlanta Thrashers. For more information, access the Web site at turnersouth.com.
Turner Broadcasting System, Inc., an AOL Time Warner Inc. company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.
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