Puerto Rico Revives a 50-Year-Old Campaign

One of the best-known advertising campaigns from the “Mad Men” era is being revived, with the original photographer at the helm of the updated project. The 1950s campaign for the Commonwealth of Puerto Rico involved print ads by Ogilvy & Mather that presented beautiful scenes shot by a then 26-year-old photographer named Elliott Erwitt. Mr Erwitt, after a distinguished career, is back for the new campaign, also from Ogilvy, now a unit of WPP. The campaign, with a budget estimated at $10 million, is being freshened for the 21st century with more contemporary layouts and typefaces. But like the original campaign, the new campaign — introduced in San Juan on Tuesday and New York on Wednesday — offers readers more text than is typical in print ads for a tourist destination. That was a reason the original campaign stood out, as recalled by the agency’s founder, David Ogilvy, in his 1963 book, “Confessions of an Advertising Man.” (The book was cited by a character in a recent episode of the AMC series “Mad Men.”) Mr. Ogilvy, the copywriter for the original campaign, was a big fan of print ads chockablock with well-honed sentences.

The campaign  uses Mr. Erwitt to “tell the story” of Puerto Rico as he did 50 years ago.

“It’s Puerto Rico through the eyes of an artist,” Mr. Lopez said, echoing a line from the ads, rather than “us creating a campaign to say how good we are.” It is  being aimed at affluent travelers ages 25 to 64 in markets like Atlanta, Chicago, New York and Philadelphia. There will be commercials on cable channels as well as ads in magazines and newspapers.

For more go to http://www.nytimes.com/2009/12/03/business/media/03adco.html

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