TheBuzz
TheBuzz
The New York-based CarroSELL Inc. is offering free advertising for three months on the baggage carousels in airports where they do business. Rent this space
free -- sort ofThat includes Honolulu.
The catch is, the advertising must be patriotic in nature. "So many companies after Sept. 11 wanted a way, a medium, to express how they felt and that their company was supportive of rebuilding and regrowth -- positive messages for the United States," said Alexandra Gebhardt, CarroSELL vice president for marketing.
If she were "to go off the rate card," she said, the program offers savings ranging from $7,500 to $120,000 for ads of different sizes.
While the space is free, normal production costs will be in place. Producing a so-called "single" ad in Honolulu, "should not be more than $1,200 for three months," for a local company, Gebhardt said.
The Honolulu baggage carousels are also a draw for companies with huge ad budgets.
"National advertisers do buy specifically for that market. Kenneth Cole and Absolut bought in Honolulu because you guys have such a desirable demographic," Gebhardt said. "People usually go there to stay -- for relaxation and leisure."
Because such travel often involves quite a bit of luggage which must be picked up from the baggage claim, "they tend to sit there for a little bit," Gebhardt said. "There are more consumer ads in Honolulu where in New York or Dallas they're more B-to-B."
The program is geared toward companies willing to downplay their logos and create images and messages "which might put a smile on someone's face," Gebhardt said. She offered "from sea to shining sea," as a possible concept to work around.
All CarroSELL ads must be approved by the airport manager, she said.
"They reserve the right to say no to any proposal. They review the artwork before it goes to the printer," she said.
Keep it Hawaii time
If your accommodations, architecture, event, landscaping, event, retail location or restaurant has done something to "Keep It Hawaii," this year it's time to nominate it for an award.The Hawaii Visitors and Convention Bureau has announced its call for entries in the 11th annual "Keep It Hawaii" program, this year with two additional categories: landscaping and products. The awards are intended to honor business organizations and individuals for significant contributions to "preserve, protect and enhance Hawaii's culture and spirit of Aloha."
Nominations must be submitted by Jan. 28. to The Schiller Agency, 206 Merchant St., Honolulu, HI, 96813. or e-mail to mds@tsg-hawaii.com. The awards will be presented April 4.
Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com
