Leo Burnett Paints a New Picture for Art.com

Sep 17, 1999, 01:00 ET from Leo Burnett

    CHICAGO, Sept. 17 /PRNewswire/ -- Art.com, the consumer brand of Getty
 Images, Inc., announced today it will launch its inaugural branding campaign
 on September 20 via a major out-of-home and print effort created by Leo
 Burnett U.S.A. that includes outdoor, transit and postcard executions in
 13 major U.S. cities.  The visually-simple ads with playful copy will also be
 featured in national magazines, while radio will be used in select markets.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19990917/CGF001 )
     "When we chose Leo Burnett as our agency in late July, our goal was to
 create a campaign that would raise Art.com above the cluttered world of
 dot.com marketing, and we needed it to be ready by September," said William
 Lederer, president of Art.com.  "Our first-ever branding campaign is not only
 strategic and insightful, but sophisticated and subtle.  It personifies our
 brand and our goal of bringing the art world to your world."
     With headlines like "Get A Still Life," "Seraut . . . . . . . . . . .com,"
 "Art Doesn't Get Any More Modern Than This" and "For the Manet Who Has
 Everything," the print work focuses on the connection between computers,
 commerce and art.  This creative approach is designed to pique interest in the
 e-commerce site with quizzical headlines and the curious absence of art.
     The print ads will break in November issues of several national magazines,
 including Architectural Digest, Cosmopolitan, Glamour, Martha Stewart Living,
 People and Redbook.
     "While making art more accessible to a wide range of people, our media buy
 is such that it will also reach passionate art lovers," said Lederer.
     Art.com will concentrate much of its media budget in 12 key markets:
 Atlanta, Austin, Boston, Chicago, Dallas, Dayton, Houston, New York, San
 Diego, San Francisco, Seattle and Washington D.C., due to the large number of
 households wired for the Internet and significant numbers of art lovers in
 those cities.
     Senior Vice President/Creative Directors Steffan Postaer and Mark
 Faulkner, the team responsible for Burnett's critically acclaimed Altoids
 work, carried the ads from concept to launch in under two months.  "Because we
 found people are often intimidated when purchasing art, we wanted the campaign
 to be unique and inviting," said Postaer.  "While making references to art,
 the ads don't shout at people like many of the dot.com ads.  Instead, they
 amusingly invite a wide array of people into the art world."
     The advertising campaign has inspired Art.com to thematically reinvent its
 Web site and corporate identity.  In fact, Art.com believes the executions
 will be so popular that they are bringing the campaign to life in the form of
 branded t-shirts and mugs available on the Web site.
     Art.com ( www.art.com ), the consumer brand of Getty Images, Inc., is an
 inviting and engaging e-commerce destination that makes buying art accessible,
 personal and fun by offering valuable information consumers need to learn
 about and purchase art.  The site is an enriching and convenient source for
 art, offering many of the world's great prints in one place.  Art.com's
 expansive galleries feature master works by world-famous artists, as well as
 original pop culture artists.  In addition to everyday discounts, personalized
 product choices and a 100 percent satisfaction guarantee, Art.com offers three
 distinguishing features -- framing visualization software, seasonal and
 featured galleries, and the ArtClique(SM) Saver's Club.
     Art.com is part of Getty Images, Inc., the leading, global provider of
 visual content.  More information about Getty Images and its visual content
 brands can be found on the company's Web site at www.getty-images.com .
     Leo Burnett ( www.leoburnett.com ) is part of a global holding company
 called the Leo Group that encompasses a network of more than 270 operating
 units across 81 markets, including 91 full-service advertising agencies and a
 variety of specialty marketing services including direct, database and
 interactive marketing, sales promotion and public relations.  Leo Burnett
 currently handles seven of the world's 25 most valuable global brands as
 ranked by Interbrand:  McDonald's Coca-Cola, Walt Disney, Marlboro, Kellogg,
 Tampax and Nintendo.  It handles 22 other brands in the top 100.
     The Leo Burnett Company was founded in Chicago on August 5, 1935 with
 eight employees, three clients and nearly $600,000 in billings its first year
 of operation.

SOURCE Leo Burnett