UPS gets air time with 'Makeover' marketing

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UPS has extended the "Madison and Vine" intersection of advertising and entertainment in a recent deal with TBS Superstation. The Sept. 18 airing of "Movie and a Makeover"-TBS' show featuring a real-life makeover along with a movie-will showcase the 1999 film "Edtv." The film stars Matthew McConaughey and Jenna Elfman, whose character plays a UPS driver. During breaks in the movie, TBS viewers will get an inside look at the lifestyle makeover of real-life UPS driver Pearl Watson. Watson was chosen by TBS as a makeover candidate because the working mom had recently lost 75 lbs. The show will transform Watson's look, give her a nutrition plan to help keep the weight off and help her create a "life-work" balance.

SEO tour brings back memories of glory days

Garry Grant, CEO of search engine optimization company SEO Inc., was always a marketer, he says, but not always in the conventional business world. At age 19, Grant played guitar in a house band called Cats on a Smooth Surface at Asbury Park, N.J.'s legendary bar, The Stone Pony. The Stone Pony became immortalized as the dive bar where Bruce Springsteen showed up unannounced and performed. Grant played with the likes of Patti Scialfa, now Mrs. Bruce Springsteen; Tico Torres, now the drummer for Bon Jovi; and Glen Burtnik, who most recently played bass for classic rock band Styx. He even played occasionally with "The Boss" himself. But even as a rocker, Grant said he was constantly promoting the band to club owners and arranging tours with other bands. By the time he was 33, Grant tired of living the life of a rocker and crossed over to the dot-com world to market decidedly less glamorous products and services. Touring may still be in his blood, however. SEO will head to AdTech 2004 in November with its "Take the SEO Challenge" tour.

One advertiser's trash is another's treasure

Thought Equity, a Denver-based stock footage company, is offering a low-cost way for advertisers to produce TV commercials. Through its commercial library service, which stores hundreds of production-ready commercials that were never used or ran in different markets, Thought Equity offers b-to-c and b-to-b advertisers a chance to recycle commercials to fit their needs. One of its clients, Mark VII, a company that sells solutions to car wash companies, recently purchased a commercial that was originally developed for Trane, an air conditioning company, and modified it with its own marketing messages. The spot cost less than $3,000 to produce. Thought Equity provides an online service at www.thought that lets advertisers preview and download TV commercials.

NetJets, Golf Channel partnership takes off

Earlier this year, NetJets, a company that offers fractional ownership of private jets, launched a partnership with the Golf Channel. NetJets not only advertises on the cable network with spots featuring LPGA tour player Annika Sorenstam, it also helps produce programming, such as "Golf Talk Taking Flight Presented by NetJets." One installment of the show featured Champions Tour player Dana Quigley discussing his life beyond the tour, including his use of NetJets. In fact, under the terms of its agreement, NetJets has an even greater say in content on the Golf Channel: It is the only aviation company that will be able to advertise or be included in programming on the network.

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