"Due to Norwegian American Hospital's trade area, we opted for a highly targeted program using cable and non-traditional media to really weave the hospital's message into consumers' daily lives in unexpected ways," said Ozzie Godinez, Vice President of Marketing and Co-Founder of PACO Communications.
Specific tactics include commercials that will run during pre-feature programs in movie theaters, advertising on pizza boxes and grocery carts, and imagery imprinted on grocery store floors. Various public relations strategies will also be employed, extending the reach of existing initiatives such as the hospital's car seat safety checks, breast cancer screenings, diabetes wellness fairs and blood drives.
"We wanted the advertising imagery to connote Norwegian American Hospital's commitment to compassionate community health care in a visually striking way with broad appeal among its very diverse target demographic," said Pablo Acosta, PACO's Chief Creative Officer and Co-Founder.
Imagery featured in the ads includes highly stylized photographs of infants, as well as doctors and nursing staff. The key objective of the imagery was to create an immediate emotional connection and position the hospital as a premier option for compassionate and high quality labor and delivery services in the neighborhood.
The campaign will run through May of 2009 and will be in both Spanish and English.
Norwegian American Hospital's Labor and Delivery, Special Care Nursery and Mother/Baby units offer comfortable surroundings with the newest technology and equipment to provide family-centered care that allows expectant mothers to have a comfortable birthing experience. Other related services include ante partum testing, childbirth preparation classes, lactation counseling, and mother/baby educational classes.
Located at 1044 North Francisco Avenue, Norwegian American Hospital
serves a diverse population within the Austin, Bucktown, Humb
|SOURCE PACO Communications, Inc.|
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