FOR IMMEDIATE RELEASE
Director of Communication
Loyola University Launches New Ad Campaign Tied to Hollywood Award Season
Loyola University Chicago unveils a mini campaign within its larger image campaign to coincide with the movie industry’s award season. Beginning with the Golden Globes and ending with the Academy Awards, the University created a series of ads inspired by some of Hollywood’s most memorable movie lines. Continuing the strategy of uniquely uniting messages with appropriate media to surprise people in a fun way, the University booked a media buy into local theaters throughout Chicago and the suburbs. From Chicago’s, AMC River East 21 to Streets of Woodfield and Glen 10 in Glenview, the ads, booked through National Cinemedia, will appear on close to 200 screens.
One of the ads provides a particular irony given a Catholic Jesuit University uses profanity in the ad that riffs on the most celebrated line in Gone With The Wind – Rhett Butler’s “Frankly, my dear, I don’t give a damn.” Putting a values-based twist on the line, Loyola states, “Frankly We Do Give A Damn.” Other campaign ads tie to classics like Jerry Maguire, Star Wars, and A Few Good Men.
In addition, the campaign includes online ads running on dozens of news and entertainment sites. Loyola hopes to reach people who are looking to catch up on show reviews the morning after the award programs or those who log on to see the evening’s fashion winners and losers. These cyber viewers will see Loyola’s unique messages plastered throughout these entertainment sites.
Websites targeted include:
January through February 2011
An opportunity to talk about Loyola’s brand through the element of surprise in the annual entertainment awards season, a season that garners extreme interest and excitement.