BEVERLY HILLS, CALIF., OCTOBER 30, 2006 - Known for bringing a strategic approach to every challenge, Zeesman Communications, Inc. recently unveiled a $1 million advertising campaign designed to change the behavior of millions of "spur of the moment, jump in the car, and go" Angelenos before the re-opening of Griffith Observatory on November 3, 2006. The "By Reservation Only" campaign, which can be seen on billboards, buses, bus shelters, online, via email, in more than 40 community newspapers in eight languages, and heard on the air on 32 radio stations, is designed specifically to drive prospective Observatory visitors to www.GriffithObservatory.org to make a timed entry and shuttle reservation - an entirely new and mandatory behavior.
While all of Los Angeles is anxious to see the "new" Griffith Observatory, the physical renovation is only part of the story, and for those wanting to visit, not necessarily the most important part. The new reservation-only system is designed to ensure an enjoyable and safe visitor experience by preventing long waits and overcrowding while maintaining normal traffic flows in the surrounding area. The new procedure will be strictly enforced, making the communications campaign around it a critical success factor in the re-opening.
"The Zeesman team exhibited a strong strategic knowledge of the challenge presented, as well as of the communities that make up Los Angeles and that the Observatory needed to reach with this message," said Dr. Ed Krupp, director of Griffith Observatory. "Through every step of the process, we worked as a team to creatively motivate the public to use the Observatory's online reservation system."
Zeesman Communications approached the public access education campaign from a strategic perspective. Initially, the task was presented as building awareness for the new process, but after lengthy discussions, it became clear to Zeesman president and CEO, Bonnie Nijst, that the project was much more complex. "The real task is motivating individuals to take three distinct steps before they arrived at the Observatory that are fundamentally different from past experience: go online, make a reservation, and finally, visit at the scheduled time," said Nijst. "We realized immediately, that while the campaign had to be fun and clever, it had to quickly change a behavioral habit developed over decades of visits to the Observatory."
"It is critical that we ensure the public has a positive and enjoyable experience when returning to the Observatory following the renovation, which is the driving force behind the new timed entry and shuttle reservation system. To succeed, we needed a campaign that captured attention and communicated the new process clearly, broadly and deeply among all Angelenos," said Camille Lombardo, executive director of FOTO (Friends Of The Observatory), the fundraising arm of the Observatory. "The 'By Reservation Only' campaign created by Zeesman clearly executes a strategy that meets our objectives and will change the way visitors literally approach the Observatory.
In addition to developing eye-catching images and concise, attention-grabbing headlines, the campaign had to be broad and appealing to ensure it reached every part of Los Angeles' diverse community. Following extensive research and planning, the Zeesman team determined a combination of advertising vehicles - outdoor, radio, print and online - in local, community-based media, and in various languages was required. Elements of the campaign will run between four weeks and three months, and will include billboards, bus sides, bus shelters, radio spots, newspapers, banner advertisements, and an extensive email blast campaign
Media and media groups carrying the campaign include Beverly Press, Burbank Times, Chinese LA Daily News, Core Media Group, Inc., Eastern Group Publications Inc., Excelsior, Gazette Newspapers (Grunion & Downtown), Impacto USA, India Journal, Korean Times Los Angeles Edition, LA Asian Journal, La Guia Familiar, LA Weekly, Larchmont Chronicle, Lighthouse, Los Angeles City Beat, Los Angeles Valley Beat, Los Cerritos Community News, Mundo L.A. - Los Angeles Edition, Mundo L.A. - San Fernando Valley Edition, Nor Gyank -New Life, OC Weekly, Pasadena Weekly, Saigon Times, Siam Media Newspaper, and Wave West Edition. In addition, broadcast stations carrying the spots include KABC-AM 790, KATY-FM 101.3, KBIG-FM 104.3, KCAL-FM 96.7, KCBS-FM 93.1, KCRW-FM 89.9, KCXX-FM 103.9, KDLE-FM 103.1, KFI-AM 640, KFRG-FM 95.1, KFSH-FM 95.9, KFWB-AM 980, KGGI-FM 99.1, KHHT-FM 92.3, KIIS-FM 102.7, KKBT-FM 100.3, KLAC-AM 570, KLOS-FM 95.5, KLSX-FM 97.1, KMPC-AM 1540, KMZT-FM 105.1, KMZT-FM 105.1, KNX-AM 1070, KOLA-AM 99.9, KOST-FM 103.5, KRLA-AM 870, KROQ-FM 106.7, KRTH-FM 101.1, KSPN-AM 710, KTLK-AM 1150, KTWV-FM 94.7, KWIE-FM 96.1, and KYSRFM 98.7.
ZEESMAN COMMUNICATIONS, INC.
Based in Beverly Hills, Calif., Zeesman Communications, Inc. is committed to delivering marketing solutions that are always on strategy and exceptionally creative. Everything the company does is focused on engaging the target audience while helping their clients meet their business objectives. The firm's clients include Environetics, Griffith Observatory, the City of Los Angeles, Pioneer Electronics, Sunrise Telecom, the W. M. Keck Foundation, USC, Strategic Counsel, and others. Founded in 1990, the firm provides a strategic approach to marketing, advertising, design, and public relations services for clients in a wide range of industries. For information, call 323.951.9800 or visit www.zeesman.com.