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
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
SOURCE Leo Burnett