Colorful banner ads appearing on shopping and health Web sites during the Christmas holiday enticed browsers to "click here for more relief from holiday migraines." The click-through brought them to www.holidayheadachecenter.com, a three-week promotional site for Glaxo Wellcome's migraine reliever Imitrex.
The ads, created by Chicago and New York teams at GCI Healthcare, Grey Healthcare Group's PR arm, attracted 150,000 visitors. Each visitor then was given the opportunity to send an electronic greeting card to a friend, which further publicized the drug.
"The Glaxo campaign is an excellent example of advertising, PR and relationship marketing working together in a targeted, integrated campaign," says Lynn O'Connor Vos, CEO-president, Grey Healthcare Group, New York.
