Ad sales and marketing company Real Media Inc. launched an advertising
campaign to promote Real Media’s network of more than 550 locally branded
newspaper and other media Web sites.
Sites in the network can be aggregated on a regional, national or
international level. “Our objective is to raise Real Media’s profile in the
media buying and advertising community, building awareness and increasing
recognition of our company and what it stands for–local online audiences on
a national scale,” said Dave Morgan, Real Media’s president.
M&C Saatchi in New York, selected in September as Real Media’s first national
agency of record, developed the campaign, which insertions in Advertising Age,
AdWeek, BrandWeek and MediaWeek in November and December.
The campaign also includes 60 public phone kiosks in New York City
strategically located adjacent to major agencies, clients and Real Media
competitors; 15 platform panels on MetroNorth’s Westchester and Connecticut
commuter rail lines and in San Francisco 50 bus taillight displays.
Double-decker buses (one each in New York and San Francisco) will be wrapped
completely in the advertising message circulating during the month of
December, when an online component also launches. Spending on the campaign was
The tagline for the campaign is: “Real Media–Delivering a local online
audience on a national scale.”