- ABCNews.com, the news-based website of the US TV network, has launched its first major off-line advertising campaign.
The campaign, carrying the tagline "Ready when you are", targets people who are turning to the web throughout the day for breaking news. It aims to drive home the message that came out of a Jupiter conference last year that midday to 4:00 pm is becoming the new news prime time.
The campaign, created by Grey Advertising subsidiary Solutions Marketing, will run across the US but begins in New York on bus sides, subway MetroCards and on coffee cups at suburban train stations.
National advertising will include promotional spots on ABC Television and web banner ads across Buena Vista Internet Group sites. The campaign features five prominent news figures - Fidel Castro, Saddam Hussein, Nelson Mandela, Madeleine Albright and Janet Reno.
For instance the Fidel Castro ad carries the line "Kick back with a Cuban at your desk. The latest news is at your command. ABCNews.com. Ready when you are.".
The Saddam Hussein execution carries the line: "He's available for dictation at your desk. Get the news on dictators, despots and assorted tyrants. ABCNews.com. Ready when you are".
An ABCNews.com spokesman said: "We know that a majority of our users come to ABCNews.com during their working day for the most credible and useful news on the web. We wanted to launch a bold advertising campaign that not only reflected and reinforced that behaviour, but also caught people's attention."
The ABCNews.com website can be located at www.abcnews.com.