LOS ANGELES, Jan. 30, 2002 (PRIMEZONE) -- Media 25 announced its entry into Los Angeles today with a national public service campaign for World Wildlife Fund and a new business relationship with Arden Realty Inc., the largest office-building landlord in Southern California.
The vibrant four-color print ads, going up in nearly 100 premier office buildings in Southern California, are part of a $5 million contribution to World Wildlife Fund by Media 25 as the year-old company rolls out its workplace advertising concept in cities across America.
Through its exclusive agreements with owners and managers of some of the area's top class A office buildings, Media 25 offers advertisers a unique opportunity to reach busy professionals where they work. Media 25 presents its magazine-style print ads in an uncluttered environment, delivers them with tremendous frequency and supports its approach with a money-back guarantee.
"We take some of the most powerful aspects of magazine, direct mail and billboard advertising, and combine them," said Randall P. Swaney, president and chief executive officer of Memphis-based Media 25. "The result is an advertising medium that reaches the most desirable audience effectively, efficiently and economically."
In addition, Media 25 announced its first advertising agreement with Memphis-based FedEx Corp. for an initial placement of FedEx Ground, FedEx International and FedEx online ads in buildings in both the Atlanta and Los Angeles markets.
The national debut of Media 25's Advertising @ Work! comes at a time when many commercial property owners are looking for new revenue streams to offset rising costs and falling occupancy, and advertisers are searching for new ways to measure the efficacy of the money they spend on various forms of advertising.
Media 25 offers advertisers the opportunity to reach professionals, business decision-makers and office workers through attractively framed print ads showcased in elevators and at vanities in buildings where they work. Media 25 provides an innovative bar code tracking system -- an industry first -- so advertisers can document proof of performance.
West Los Angeles-based Arden Realty Inc. (NYSE:ARI) is among the top real estate concerns and real estate investment trusts in the country participating in the Media 25 network.
"The ads look like artwork. They are tastefully displayed. They really brighten up the walls," said Molly Hobin, Arden Realty's vice president of leasing and marketing. "Customer response was critical to us. We have had nothing but great, positive feedback from our tenants."
These are among the first 800 buildings in what is well on its way to becoming a system offering 60,000 advertising displays and reaching a daily audience of 4 million daily in the nation's top 25 cities.
"This market has never been tapped before, and so the potential of Advertising @ Work! is huge, absolutely huge," said Howard Lovett, vice president, investments at Crescent Real Estate Equities of Fort Worth, Texas, one of the nation's largest publicly held diversified real estate investment trusts. "Media 25 delivers a direct connection to business decision-makers in a more effective way than any other medium, and can deliver results."
Edward J. Fritsch, executive vice president of Highwood Properties, a Raleigh, N.C.-based REIT with interests in nearly 600 properties in nine Southeastern and Midwestern states, concurred, "The advertising is upscale and tastefully done. It is highly visible. Given its certainty and frequency of exposure, it is also highly effective. We're rolling it out throughout our system."
"We're thrilled with the confidence, encouragement and support we've received from some of the nation's leading real estate executives," said Swaney, 44, an advertising industry veteran with contagious enthusiasm and a 20-year record of success. "We're confident in our concept. And we're backing it with a money-back guarantee to advertisers who work with us on compelling call-to-action campaigns."
Advertising @ Work! debuts in Los Angeles with a public service campaign for World Wildlife Fund, which features attractive four-color posters of a panda, a butterfly and African plains animals under the theme line, "Give them shelter from the storm." The artwork is part of a consciousness-raising campaign by the WWF, which is the largest privately supported international conservation organization in the world.
"We want to inspire people to care. These beautiful images do that," said Jo Lynn Dorrance, director of marketing communications for World Wildlife Fund of Washington, D.C.
"We want to move people to call or go online to get our action kit, which tells them what they can do in their daily lives to help beyond just giving money," said Dorrance. "Media 25's very generous offer enables us to reach people with these inspiring images over and over and over again. We expect this non-traditional medium to be very effective."
Advertisers, class A office building owners or others interested in the company and its concept may contact Randall Swaney via e-mail through the company's Web site at www.media25.net.
To view the artwork, please visit the Media 25 Photo Gallery at http://images.primezone.com/ps/media25/