WESTFORD, MA: Captivate Networks, a provider of programming and advertising for office elevators, is using PR to supplement its most recent advertising and direct marketing campaign.
Dotted Line Communications, Captivate's AOR since January 2004, has been reinforcing the value of the company's advertising with its press outreach and speaking programs.
Captivate provides viewers with compiled content from media companies such as The Wall Street Journal, CNN, The New York Times, and the Weather Channel as well as ads from companies such as McDonalds, Qwest, Pfizer, and Intel.
"The media industry is fragmented, and many times the ad message is lost," said Aimee Yoon, co-founder of Dotted Line Communications. Elevators, where many riders are uncomfortably staring into the distance, provide advertisers with an attentive audience, she added.
Dotted Line placed stories about the advertising campaign in DM News and Media Post. Captivate's acquisition by Gannett at the beginning of 2004 was covered by the Associated Press.
Yoon said Captivate's message was that the company's services worked well in tandem with other media formats. As an example, she cited following up a razor advertisement on Monday Night Football with a Captivate placement the next morning.