Art.com, the consumer brand of Getty Images
Inc., launched its inaugural branding campaign via an 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, Art.com said.
Billings
were not disclosed.
“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.”
Headlines include “Get A Still Life” “For the Manet Who Has Everything.”
The print ads will break in November issues of several national magazines,
including Architectural Digest, Cosmopolitan, Glamour, Martha Stewart Living,
People and Redbook.
Art.com said it 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.