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January 24, 2005
INFINITY BROADCASTING LAUNCHES BUSINESS-TO-BUSINESS ADVERTISING CAMPAIGN
Promotion Will Highlight Infinity As Category Leader
And Innovator Of Creative Marketing Solutions
Infinity Broadcasting has launched a multi-media business-to-business campaign designed to emphasize the power of Infinity radio with a series of advertisements breaking today in national advertising and media trade publications. The campaign, "How Far Will You Go?", will target the creative community, media planners, buyers and decisionmakers, and encourage them to embrace the scope and penetration of Infinity's 183 market-leading stations. Infinity worked with The VIA Group to develop campaign strategy and creative, which included a three page ad buy in many national trade magazinrs.
"Advertisers today need to think differently in targeting consumers" the media landscape continues to get fragmented and clutter is still a problem, but radio remains one of the most effective tools in a media planner's arsenal," said Joel Hollander, Chairman and Chief Executive Officer, Infinity. "Infinity's stations attract millions of listeners each morning, day and night, and it has been proven time and time again that this is a responsive audience. We are taking this opportunity to present a bold and provocative campaign which not only illustrates the reach and impact of Infinity, but encourages advertisers to take full advantage of their ideas by utilizing this highly functional medium."
The campaign recognizes artists and marketing executives that stand for innovation and creativity, including music icons Iggy Pop, Bob Marley and Dave Matthews, as well as features testimonia's from Monster and DaimlerChrylser executives, to communicate how agencies and clients can realize the full potential of a new idea with radio. One ad states, "At Infinity Broadcasting, we're taking the world's most relevant free media to places most have never dreamed. Think big, and go bigger. Take your ideas to Infinity."
"When asked to look at Infinity's business challenge, it was clear they have a huge opportunity to communicate their significant value to media planners and creatives, who often overlook or undervalue radio," said John Coleman, VIA CEO and founding partner. "This campaign's an anthemic challenge to the industry to do greater things by leveraging Infinity's creativity and powerful media isseus."
"How Far Will You Go?" will be rolled out throughout the next'several mont's through a variety of media. In addition to print, the campaign will include radio, outdoor, direct mail and online, and will be incorporated into the'sal's and marketing efforts of local Infinity stations across the country.
About Infinity Broadcasting
Infinity Broadcasting's one of the largest major-market radio operatons in the United States, with stations covering the news, modern rock, oldies, country, FM talk, classic rock and urban formats. Infinity owns 183 radio stations, the majority of which are in the nation's top 50 markets and is also home to 29 of the country's leading sports franchises amongst the NFL, MLB, the NBA and the NHL.
About The VIA Group
Founded in 1993, VIA is an advertising and marketing communications agency helping companies in complex business environments grow by developing and deploying measurable marketing initiatives. Not fixed on any given communications method to solve clients' problems, VIA is relentless in its pursuit of solutions with bottom-line impact. Agency clients include Analog Devices, Banknorth Group, Adams Harkness, Hannaford Bros. Co., Arrow International and Flight Options, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at vianow.com.
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Press Contacts
Karen L. Mateo
Infinity Broadc'sting
212/846-7638
Karla McGowan
The VIA Group
207-761-0288, x230
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MEDIA CONTACTS
Karen L. Mateo
Vice President, Communications
(212) 649 9639
Allison Mandara
Press Representative
(212) 649 9606
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