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It was an opportunity GEICO couldn’t pass up.
The insurer, which is teaming with the Legacy Project to
preserve American wartime correspondence, has selected Clear Channel Radio to
execute an advertising campaign on its radio stations and station Web sites in
support of the American War Letters Campaign.
“Given our roots in providing insurance to government
employees and underwriting American families, GEICO could not resist the
opportunity to support the Legacy Project in its efforts to preserve and share
such important pieces of our country’s history,” said Bill Brower, director of
advertising for GEICO.
Selecting Clear Channel Radio was an easy choice too,
according to Brower.
“As Clear Channel Radio has been key to our marketing
efforts and success in building brand loyalty, we’ve seen how its integrated
use of on-air and online radio moves audiences to act, and expect its strategy
to be particularly effective during these periods of patriotic reflection,” he
said.
The campaign, which debuts Memorial Day weekend, features
excerpts from the audio editions of author Andrew Carroll’s bestselling War Letters and Behind the Lines. On-demand content is available at
www.AmericanWarLetters.com, a Web site designed and hosted by Clear Channel
Radio’s Creative Services Group. The site features recordings of some the most
poignant letters by notable personalities from the literary, media, and entertainment
industries, including Oliver Platt, Julianna Margulies, Giovanni Ribisi, and
Darryl Worley.
“The Legacy Project’s mission is to honor and remember our
troops and veterans from every war in our nation’s history by preserving their
letters and e-mails home,” said Carroll, who founded the Legacy Project in
1998. “These are their experiences in their own words, and no one can tell
these stories better than they can.”
Ten- and 15-second radio spots donated by GEICO will run in
the top 25 U.S. demographic market areas during the Memorial Day, Fourth of
July, Labor Day, and Veteran’s Day holiday periods. Online content will focus
on the Revolutionary and Civil Wars, World
War I & II,
Vietnam, and
current military deployments. In addition, Clear Channel Radio will supplement
GEICO’s support with 30-second public service on-air announcements, as well as
Web banners on its more than 800 station sites.
“With multiplatform campaigns, we can reach consumers across
the country and throughout the entire day,” said Bob McCurdy, regional
president for Clear Channel Radio Sales. “We look forward to seeing dozens of
more war letters added to AmericanWarLetters.com throughout the campaign and
applaud GEICO and Legacy Project for educating Americans about the sacrifices
made by U.S.
service members and their families.”
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