CareerBuilder.com Returns to the Super Bowl and Launches National Marketing Campaign to Help Workers 'Start Building'
January 22 2008 - 8:00AM
PR Newswire (US)
CHICAGO, Jan. 22 /PRNewswire/ -- CareerBuilder.com, the U.S.'s
largest online job site, is returning to the Super Bowl ad lineup
for the fourth consecutive year with two 30-second spots and is
offering a sneak peek into a bigger, bolder creative campaign. With
spots appearing in the second and third quarters of the big game,
CareerBuilder.com will kick off a fully-integrated, national
campaign valued at over $250 million, which encompasses everything
from the national airwaves to "unhappy hours." In the past,
CareerBuilder.com's ads have humorously depicted dysfunctions in
the workplace, from unruly chimpanzee co-workers to a wild office
jungle, and offered the solace of "a better job awaits" at
CareerBuilder.com. The new campaign developed by Wieden+Kennedy
targets the disgruntled worker who is stuck in a career funk, and
gives that worker a firm but encouraging kick in the pants. If
you're not happy, move on and start building your career. "This
year's campaign is more poignant and urges the sense of
empowerment," said Richard Castellini, Vice President of Consumer
Marketing at CareerBuilder.com. "It plays on the idea of
CareerBuilder.com being a career interventionist, an advocate that
motivates you to take charge with no excuses and start building
better opportunities for yourself immediately. CareerBuilder.com is
more than a place with good jobs. We're a partner that can help you
build your career. We're serving up a jolt of reality with a good
dose of humor and connecting with our audience on a deeper level."
Spider attacks, a raging heart, an unusual rescue,
self-intervention, an overbearing boss and other memorable elements
help to hit viewers over the head with a universal truth that you
don't have to stay in a dissatisfactory or unfulfilling work
experience. Ending with the imperative "Start Building," each spot
pushes the worker to take action by providing nuggets of simple
wisdom such as "If you don't like your job, then get a better one"
or "Self-Help Yourself" or "Wishing won't get you a better job."
NATIONAL CAMPAIGN CareerBuilder.com continues to build on its own
marketing campaign, investing in a blend of multi-media, national
and grass roots outreach to engage viewers in the brand.
CareerBuilder.com's national marketing program features high
profile events such as the Super Bowl; primetime network and cable
television flights; as well as online advertising, local print and
sports sponsorships. CareerBuilder.com will communicate its big,
bold messages at those times and places where disgruntled workers
are disposed to the idea of change, and encourage them to
reconsider their situations. From Sunday evenings when they're
dreading the return to work to the hated commute to lunch hour
breaks to surfing the Net to avoid work, the messages -- via walls,
bus shelters, subways, el trains and the Internet -- follow the
worker throughout their day. Other highlights include: -- OOH and
Transit -- CareerBuilder.com will blanket Grand Central Station,
urban panels, rail cards, subway signs and sides of buildings in
New York City as well as el trains, buildings and streets in
Chicago. -- Unhappy Hours -- CareerBuilder.com will sponsor unhappy
hours in select cities where you can complain about your job and
enjoy a few drinks -- snacks on them. -- Corporate Ladder --
CareerBuilder.com will remind workers to continually strive for
greater heights in their careers with street art that includes a
bright orange ladder spanning an entire building as well as
mannequins climbing up a rope on the side of a building. -- Mobile
Marketing -- CareerBuilder.com will continue its mobile marketing
tour in 2008, which is visiting over 40 cities as well as 140
college campuses. -- Online Partnerships -- CareerBuilder.com will
continue to expand its base of co-branded job search partnerships,
which now number over 1,400. The campaign will be complemented with
advertising support from its owners Gannett, Tribune Company,
McClatchy and Microsoft. About CareerBuilder.com CareerBuilder.com
is the nation's largest online job site with more than 23 million
unique visitors and over 1.6 million jobs. Owned by Gannett Co.,
Inc. (NYSE:GCI), Tribune Company (NYSE:TRB), The McClatchy Company
(NYSE:MNI) and Microsoft Corp. (NASDAQ:MSFT), the company offers a
vast online and print network to help job seekers connect with
employers. CareerBuilder.com powers the career centers for more
than 1,400 partners, including 140 newspapers and leading portals
such as America Online and MSN. More than 300,000 employers take
advantage of CareerBuilder.com's easy job postings, 26 million-plus
resumes, Diversity Channel and more. CareerBuilder.com and its
subsidiaries operate in the U.S., Europe, Canada and Asia. For more
information, visit http://www.careerbuilder.com/. Media Contact
Jennifer Grasz 773-527-1164 DATASOURCE: CareerBuilder.com CONTACT:
Jennifer Grasz of CareerBuilder.com, +1-773-527-1164, Web site:
http://www.careerbuilder.com/
Copyright
Tribune (NYSE:TRB)
Historical Stock Chart
From Jun 2024 to Jul 2024
Tribune (NYSE:TRB)
Historical Stock Chart
From Jul 2023 to Jul 2024