SAN FRANCISCO, March 18 /PRNewswire/ -- CBS MarketWatch
( http://cbs.marketwatch.com ), the premier Internet financial supersite, is
featured in a new advertising campaign, created by Headlands Communications,
Inc., Mill Valley, California. Headlines that are "relevant exaggerations of
what might happen" in the financial market can be seen on telephone kiosks
throughout Manhattan. The campaign theme uses "Keep an eye on your money.
Because anything can happen," to play off the headline exaggerations.
Larry Kramer, CEO and president of CBS MarketWatch, believes this
communication strategy will attract the attention of savvy, contemporary
Internet users, leaving them with a message that CBS MarketWatch covers the
news with a personality, and should be checked daily for the latest financial
news. Kramer selected the New York City market to build awareness in both
advertising and financial communities. "We're telling Wall Street and Madison
Avenue that financial coverage is important and interesting. Real-time
reporting on the Internet is the newest form of coverage for the Financial
Markets. Wall Street coverage has quickly become the first category of news
that readers actually prefer to get on the Internet."
Jim Pappademas, Principal and Creative Director at Headlands, who came up
with the campaign theme during the recent stock volatility, said, "Wise
investors want to 'keep an eye on their money' through all the market's ups
and downs. We choose these headlines to help CBS MarketWatch cut through a
crowded field of Internet marketers and help build a personality that this
audience will appreciate. And we created 'Keep an eye on your money' as a
strong link to the CBS logo and brand."
In addition to the New York City kiosks, the campaign can also be seen in
the San Francisco financial district. In one example, the headlines and logo
scroll across the top of a digital outdoor sign on California Street. The
company's plans for the future include extending the campaign to other major
U.S. markets.
About CBS MarketWatch
CBS MarketWatch ( http://cbs.marketwatch.com ) is the premier Internet
financial supersite for the individual investor, business professional and the
general public. The new service, a joint venture between CBS (NYSE: CBS) and
Data Broadcasting Corporation (Nasdaq: DBCC), delivers business news and
real-time financial data and analysis. The Financial Times called it "number
one in the world" for financial information.
About Headlands Communications, Inc.
Headlands Communications, Inc. is a six-year-old, full service agency
working with several prominent regional and national advertisers, especially
in the financial, health care and other service categories.
SOURCE CBS MarketWatch
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Related links:
http://cbs.marketwatch.com
CONTACT:
Ellen Bulzoni of CBS MarketWatch,
605-358-7383, or ebulzoni@marketwatch.com
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