Color page ads for the line-designed for urban professionals ages 25 to 40-will begin running in September issues of such magazines as Esquire, GQ and Wired. A teaser campaign was launched in April, with page and quarter- and third-page b&w ads in magazines via new agency Pagano, Shenck & Kay, Boston.
Spending is estimated at $7 million to $10 million.
Although radio and outdoor advertising are in the works, schedules haven't been determined.
Pagano began work on the line in April 1995 as a research project, and then became A.T. Cross' agency this past June, replacing Hill, Holliday, Connors, Cosmopulos.
The demographic is a "less-developed" market segment that needed a line to match its performance requirements and reflect the generation's fashionable image, said Eileen Conroy, director of U.S. marketing.
The advertising conveys this message through key phrases that telegraph late nights, hard work and reliance on a dependable but stylish pen, she said.
Designed to be a stamp for a life-style, the writing instruments bear the symbol of a skyline etched onto every fountain, ball-point and Selectip rolling ball pen and the 0.5- millimeter mechanical pencil.
FROM $30 TO $120
The Metropolis line carries the A.T. Cross lifetime mechanical guarantee, but will be marketed across a broader pricing spectrum, from $30 to $120.
"We wanted to continue to enhance our dominance to other groups...and broaden our penetration," Ms. Conroy said.
The line is being sold in such chains as Staples and Office Depot instead of large mass merchants, in an effort to build a stronger relationship with consumers.
Metropolis has been sold internationally since April.