Meteorology site weather.com
Thursday launched a test campaign to determine the best media
for getting its message out, trying everything from online and TV ads to
snack mix bags and umbrellas.
The test campaign, created by Chiat
Day, will run through the end of February in eight markets — Columbus,
Houston, Nashville, Norfolk, Philadelphia, Pittsburgh, Portland, and Salt
Lake City. Weather.com will launch its official campaign during the second
quarter, with spending estimated to be between two and ten million dollars.
Weather.com is testing a variety of ways of getting its message out,
including the usual online, TV, radio, and outdoor billboards, as well as
more unusual ways like dry cleaning bags, cups, umbrellas, outdoor walls,
gas station toppers and handles, and airport dioramas.
In addition, the company is testing some approaches nationally, including
offering 3.5 million snack bags over three months on sponsoring snack mix bags on Delta Airlines. Ski resorts, spots
where people are particularly interested in the weather, will be peppered
with advertising on lift towers, lodge displays, lift loading stations,
and transit shuttles.