is going for the gold. The financial services provider has and will continue to run television and print ads touting a new slogan -- "For the Greater Good" -- and "the company's continuing commitment to…ensuring the long-term financial well-being of those who serve others."
TIAA-CREF launched the campaign with a 60-second television spot that aired during first fifteen minutes of the opening ceremonies of the Olympics. Reduced 30-second ads will run throughout the Olympics in national and 22 local television markets. The television ads will continue through the end of the year, said Stephanie Cohen-Glass, TIAA-CREF spokeswoman.
The branding campaign also includes radio and print advertising.
The August 13 and 15 issues of regional newspapers featured full and three-quarter page advertisements. In addition to regional newspapers, the ads will run in the Wall Street Journal, Newsweek, The New Yorker, BusinessWeek, Fortune, the Chronicle of
Higher Education and Vanity Fair, said Cohen-Glass. Like the television campaign, the print ads will run to the end of the year.
A full-page print ad in the August 23 issue of the New Yorker
featured a large text box with three paragraphs of text on top of what appears to be a college campus. The text explained: "[t]here are a lot of people out there - professors, nurses, deans, hospital and university administrators, doctors, coaches, curators and others like them -- whose career choices inherently add value to our culture...[f]or them and what they do, we think a reward is in order."
TIAA-CREF hopes to increase brand awareness from employees who are moving from the private sector to the educational, research, medical and cultural sectors.
Boston firm Modernista! created the campaign.
| Spreading the Message
| Print Ad Buys |
| Wall Street Journal |
| Newsweek |
| The New Yorker |
| BusinessWeek |
| Fortune |
| Albany Times-Union |
| Ann Arbor News |
| Atlanta Journal-Constitution |
| Austin American Stateman |
| Binghamton Press & Sun Bulletin |
| Boston Globe |
| Buffalo News |
| Charlotte Observer |
| Chicago Tribune |
| Columbus Dispatch |
| Denver Post/Rocky Mountain News |
| Detroit News/Free Press |
| Houston Chronicle |
| Iowa City Press-Citizen |
| Ithaca Journal |
| Knoxville News-Sentinel |
| Lansing State Journal |
| Louisville Courier-Journal |
| New York Times/NYT Sunday Magazine |
| Philadelphia Inquirer |
| Salt Lake Tribune/Desert Morning News |
| Seattle Times |
| Syracuse Post-Standard |
| Washington Post |
|Source: TIAA-CREF release
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