Kaplan Educational Centers' SCORE!Learning Corp., San Francisco, will launch a $10 million to $20 million campaign on Jan 14 for its chain of after-school learning centers for grade school children, as well as its new Web site (escore.com). Commercials from Saatchi & Saatchi are based on the premise that children do well in activities that interest them. In the spots, kids talk expertly on subjects such as aliens and computer games, with the tagline "When they love to learn, they'll learn.'' Print will appear in national consumer magazines, and on radio and TV in Boston, Chicago, Los Angeles, New York, San Francisco and Washington.
Copyright January 2000, Crain Communications Inc.