The Takeaway

The creative solution incorporates the RCB tagline, “We’re all yours.” We also employed the overall tone of the branding campaign” as seen throughout the headlines and ad copy-because it was important to maintain consistency. However, these messages did need to be more direct response oriented, therefore, while friendly, they do invite direct action. The outdoor advertising would run after the raffle took place, therefore, it is a simpler announcement that the office is open. However, print, radio and a television sponsorship package negotiated for RCB as a value-added program, all focused on the iBook/iPod raffle.