New York Apple Association announces fall promotion plans
New York Apple Association announces fall promotion plans
In September, the New York Apple Association will roll out a consumer advertising and public relations campaign to promote the 2005 crop.
"We're going to have another busy fall promoting apples with advertising and public relations," said Jim Allen, president of the NYAA, who is coordinating the campaign.
An extensive advertising program will promote apples on television, radio and through high-end consumer magazines. Heavy advertising over the past two years has been credited with helping drive up consumer demand for apples and apple products.
The most extensive part of the 2005 program will be the television campaign, which will feature a rotation of three TV ads.
Two of the ads -- with the "How do you like them apples theme -- focus on the health benefits of apples and end with the tag line, "This message brought to you by New York apple growers, millions of local branches near you. The third ad is geared entirely toward processed apple products and cider.
The TV commercials will begin to air Sept. 15 and run consistently through the harvest. They will air again during the winter months of 2006.
On radio, spots will promote roadside stands, pick-your-own orchards, cider and harvest-related activities. The radio ads will also begin to air the week of Sept. 15.
A special TV campaign will be targeted on New York City to correspond with the association's sponsorship of the New York City Marathon Nov. 6. The association will be running commercials on WNBC's Channel 4, the official station of the marathon.
The association will also be placing print ads in high-end consumer magazines to promote apple products like pie, sauce, slices and cider. A series of ads will run throughout the year in magazines like Menu, published by Wegman's Stores.
Meanwhile, the association will also be promoting apples through public relations, placing recipes in the food sections of newspapers, conducting live radio interviews and booking Linda Quinn, the association's spokeswoman, for live TV interviews.
"We're going to have another busy fall promoting apples with advertising and public relations," said Jim Allen, president of the NYAA, who is coordinating the campaign.
An extensive advertising program will promote apples on television, radio and through high-end consumer magazines. Heavy advertising over the past two years has been credited with helping drive up consumer demand for apples and apple products.
The most extensive part of the 2005 program will be the television campaign, which will feature a rotation of three TV ads.
Two of the ads -- with the "How do you like them apples theme -- focus on the health benefits of apples and end with the tag line, "This message brought to you by New York apple growers, millions of local branches near you. The third ad is geared entirely toward processed apple products and cider.
The TV commercials will begin to air Sept. 15 and run consistently through the harvest. They will air again during the winter months of 2006.
On radio, spots will promote roadside stands, pick-your-own orchards, cider and harvest-related activities. The radio ads will also begin to air the week of Sept. 15.
A special TV campaign will be targeted on New York City to correspond with the association's sponsorship of the New York City Marathon Nov. 6. The association will be running commercials on WNBC's Channel 4, the official station of the marathon.
The association will also be placing print ads in high-end consumer magazines to promote apple products like pie, sauce, slices and cider. A series of ads will run throughout the year in magazines like Menu, published by Wegman's Stores.
Meanwhile, the association will also be promoting apples through public relations, placing recipes in the food sections of newspapers, conducting live radio interviews and booking Linda Quinn, the association's spokeswoman, for live TV interviews.
