The Public Broadcasting Service this summer will launch its first new positioning campaign in five years, with the new tag: "Stay curious. PBS." This is the first PBS work for Fallon
, Minneapolis, which won the account in February. The spots will run on local PBS stations and will target regular and occasional viewers. Campaign spending wasn't disclosed, but last year the Alexandria, Va., non-profit entity spent about $15 million. Filmmaker Errol Morris directed six spots. The campaign replaces the five-year "If PBS doesn't do it, who will?" work by Publicis & Hal Riney, San Francisco.
Copyright June 2000, Crain Communications Inc.