Boston Public Library Selects A&G as Agency of Record
For Immediate Release
Contact:
Rebecca Sullivan
For a&g
781-326-1996/617-501-4010 (mobile)
rebecca@rsullivanpr.com
Watertown, MA (April 1, 2008) - Charged with building awareness that the Boston Public Library (BPL) offerings extend far beyond books and its historic central library, Allen & Gerritsen (A&G) has been named advertising agency of record, following a review.
By studying diverse groups of patrons, neighborhoods and staff at each of the BPL’s 27 branches throughout the city of Boston, A&G developed a marketing campaign based on one common need: information. Positioning the BPL as the ultimate search engine, from the librarians to the vast amount of information, collections and programs, a new tagline was created, “what do you want to know?”
The campaign, which encompasses a new logo, as well as radio, TV, print, online, transit and out of home and in branch materials will be unveiled this Spring.
“A&G was chosen as the BPL’s agency of record because of their ability to
rally around our strategy of increasing visits to our branches throughout the system and helping patrons understand that the Library holds the answer to their information needs,” said Karyn Wilson, chair of the Board of Trustees Marketing Committee at the Boston Public Library.
“It’s an honor to be a part of the BPL’s rich history and create a sense of attachment to the institution for the next generation,” said Andrew Graff, CEO and President of A&G. “In this age of technology, there is a bigger need than ever for our libraries.”
About A&G
A&G (Allen & Gerritsen) is one of New England’s largest independent advertising agencies with billings over $110 million. Founded in 1985, A&G’s roster of consumer and BtoB clients includes Bright Horizons Family Solutions, The Boston Celtics, Cybex International, Hannaford Super Markets, MFS Investment Management, Ninety Nine Restaurants, New England Baptist Hospital and Waters Corporation.