The campaign is part of its overall brand effort, “Powering the Exchanging World,” created by Euro RSCG New York. The brand campaign was launched last year and is designed to raise awareness of NYSE Euronext and develop new business relationships.
The new ads include TV, print and online, and feature leaders of companies listed on the NYSE. The campaign budget was undisclosed.
The TV spots are currently running during broadcasts of PGA Tour events. Some executives featured in the spots are: Tim Armstrong, chairman-CEO of AOL; Kevin Johnson, CEO of Juniper Networks; and Mark Hoplamazian, president-CEO of Hyatt Hotels.
“Interconnectivity exists on every level,” Armstrong says in one of the ads. “It's a global world. It's a connected world; and it's a world without boundaries—and that is why opportunities are so powerful now.”
The spots are part of a broader campaign that NYSE Euronext will continue to roll out during the year.
“We are using an integrated mix, ranging from TV, out-of-home, print and vertical print within the categories we support, as well as online,” said Marisa Ricciardi, senior VP-global marketing and branding at NYSE Euronext. “For branding, we'll be using TV, print, out-of-home and sponsorships. For our businesses targeted at cash and equities, derivatives and technologies, we will go deeper into those markets, primarily focused on trade media that targets each segment.”
Print ads are running in publications such as The Wall Street Journal and trade magazines targeting global business leaders. One ad has a headline reading, “The world now speaks one financial language. The language of exchange.” It drives readers to a microsite at www.nyx.com/exchangingworld, where they can learn more about NYSE Euronext.