Movie Ogre Shrek and His Donkey Pal Are the Latest Stars Featured in NAA Ads Encouraging Young People to Read

Apr 25, 2001, 01:00 ET from Newspaper Association of America

    VIENNA, Va., April 25 /PRNewswire/ -- Animated movie ogre Shrek, and his
 best friend, Donkey, are the latest characters to be featured in ads from the
 Newspaper Association of America encouraging young people to read. The ads are
 timed to run in conjunction with the movie's release on May 18.
     "Go OGRE the top ... encourage your children to read a newspaper every
 day," reads the headline. Body copy asks, "Mirror, mirror on the wall, who's
 the smartest green ogre of them all? Shrek! Shrek reads the newspaper with his
 best friend, Donkey, every morning. Don't be green with envy ... You can read
 a newspaper too!" The ad includes space for newspapers to run their own logos
 above the "It all starts with newspapers" tagline.
     The ad, which comes in three sizes (quarter page, half page and full
 page), is available to download at http://www.naa.org/display/shrek .
 Newspapers are encouraged to run the ads throughout May.
     Actor Mike Myers voices Shrek, the title character of the digitally
 animated film from PDI/Dreamworks; Eddie Murphy is his sidekick and pal,
 Donkey. The irreverent comedy, which takes a different look at classic fairy
 tales, is based on the children's book by William Steig.
     "It's great fun to tie in the ad campaign with such a unique film," noted
 NAA Senior Vice President and Chief Marketing Officer John E. Kimball. "Young
 people love these movie characters, and showing them with a newspaper is a
 great way to communicate a positive message about reading. We've gotten great
 feedback from members about the terrific response they get from running the
 ads in their markets."
     In December 1999, NAA featured the animated mouse Stuart Little in a
 similar ad that tied in with the opening of that film, and in June 2000, Rocky
 and Ginger, the claymation stars from Aardman Studios' film "Chicken Run" were
 featured.
     NAA launched the "It all starts with newspapers" campaign in September
 1997, followed by flights that began in April and October 1998, and April
 1999. In addition, an ad featuring Denver Broncos quarterback John Elway was
 included in a special print and broadcast release during and around the 1999
 Super Bowl.
     Other celebrities featured in NAA's "It all starts with newspapers"
 campaign included recording artist and actress Brandy; supermodel Christie
 Brinkley; musician and actor Jon Bon Jovi; former first lady Barbara Bush;
 former President George Bush; former President Jimmy Carter; Detroit Pistons
 superstar Grant Hill; entertainer and author LL Cool J; retired four-star Gen.
 Norman Schwarzkopf; news personality and former MTV star Tabitha Soren;
 actress Meryl Streep; and supermodel Christy Turlington. The ads can be viewed
 online at www.naa.org/adcamp/ .
     Della Femina/Jeary & Partners in New York City created the original ad
 campaign.
 
     NAA is a nonprofit organization representing the $59 billion newspaper
 industry and more than 2,000 newspapers in the U.S. and Canada. Most NAA
 members are daily newspapers, accounting for 87 percent of the U.S. daily
 circulation. Headquartered in Tysons Corner (Vienna, Va.), the Association
 focuses on six key strategic priorities that affect the newspaper industry
 collectively: marketing, public policy, diversity, industry development,
 newspaper operations and readership. Information about NAA and the industry
 may also be found at the Association's World Wide Web site on the Internet
 (http://www.naa.org ).
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X94578675
 
 

SOURCE Newspaper Association of America
    VIENNA, Va., April 25 /PRNewswire/ -- Animated movie ogre Shrek, and his
 best friend, Donkey, are the latest characters to be featured in ads from the
 Newspaper Association of America encouraging young people to read. The ads are
 timed to run in conjunction with the movie's release on May 18.
     "Go OGRE the top ... encourage your children to read a newspaper every
 day," reads the headline. Body copy asks, "Mirror, mirror on the wall, who's
 the smartest green ogre of them all? Shrek! Shrek reads the newspaper with his
 best friend, Donkey, every morning. Don't be green with envy ... You can read
 a newspaper too!" The ad includes space for newspapers to run their own logos
 above the "It all starts with newspapers" tagline.
     The ad, which comes in three sizes (quarter page, half page and full
 page), is available to download at http://www.naa.org/display/shrek .
 Newspapers are encouraged to run the ads throughout May.
     Actor Mike Myers voices Shrek, the title character of the digitally
 animated film from PDI/Dreamworks; Eddie Murphy is his sidekick and pal,
 Donkey. The irreverent comedy, which takes a different look at classic fairy
 tales, is based on the children's book by William Steig.
     "It's great fun to tie in the ad campaign with such a unique film," noted
 NAA Senior Vice President and Chief Marketing Officer John E. Kimball. "Young
 people love these movie characters, and showing them with a newspaper is a
 great way to communicate a positive message about reading. We've gotten great
 feedback from members about the terrific response they get from running the
 ads in their markets."
     In December 1999, NAA featured the animated mouse Stuart Little in a
 similar ad that tied in with the opening of that film, and in June 2000, Rocky
 and Ginger, the claymation stars from Aardman Studios' film "Chicken Run" were
 featured.
     NAA launched the "It all starts with newspapers" campaign in September
 1997, followed by flights that began in April and October 1998, and April
 1999. In addition, an ad featuring Denver Broncos quarterback John Elway was
 included in a special print and broadcast release during and around the 1999
 Super Bowl.
     Other celebrities featured in NAA's "It all starts with newspapers"
 campaign included recording artist and actress Brandy; supermodel Christie
 Brinkley; musician and actor Jon Bon Jovi; former first lady Barbara Bush;
 former President George Bush; former President Jimmy Carter; Detroit Pistons
 superstar Grant Hill; entertainer and author LL Cool J; retired four-star Gen.
 Norman Schwarzkopf; news personality and former MTV star Tabitha Soren;
 actress Meryl Streep; and supermodel Christy Turlington. The ads can be viewed
 online at www.naa.org/adcamp/ .
     Della Femina/Jeary & Partners in New York City created the original ad
 campaign.
 
     NAA is a nonprofit organization representing the $59 billion newspaper
 industry and more than 2,000 newspapers in the U.S. and Canada. Most NAA
 members are daily newspapers, accounting for 87 percent of the U.S. daily
 circulation. Headquartered in Tysons Corner (Vienna, Va.), the Association
 focuses on six key strategic priorities that affect the newspaper industry
 collectively: marketing, public policy, diversity, industry development,
 newspaper operations and readership. Information about NAA and the industry
 may also be found at the Association's World Wide Web site on the Internet
 (http://www.naa.org ).
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X94578675
 
 SOURCE  Newspaper Association of America