BILLBOARD BANDS™ EMPLOYS ‘WRIST
ACTION’ TO PIONEER
A NEW NON-TRADITIONAL ADVERTISING PLATFORM TARGETING
21 – 34 YEAR OLDS IN NIGHTCLUBS COAST-TO-COAST
The Fight Against AIDS Reaches Further with
Messaging on 1 Million+ Wristbands Distributed Via Exclusive Network
of 150 Nightspots in 20 Top DMAs
Sundance Film Festival Attendees Wear Bands
at VIP Events at
Park City’s Harry O’s courtesy of GFH
Boards
SOUTH NORWALK, CT – January 22, 2007 – In today’s
increasingly cluttered advertising environment, marketers are forever
on the lookout for new and unexpected ways to reach their targets,
especially the trend- and brand-conscious 21 – 34 demographic.
Now this much-coveted group is easily within arm’s reach in
a powerful, new way with the debut of Billboard Bands wristbands – an
innovative opportunity to engage upwardly mobile young adults as
they socialize at the hottest nightclubs across the country.
“Whether used for admission, re-entry or special VIP access,
wristbands are a requisite part of the nightclub experience, but
one that has been curiously unexploited by marketers to date,” states
Billboard Bands co-founder and CEO Fred Epstien. “Our
network of clubs is the first to offer marketers the opportunity
to use wristbands as a platform for creative advertising and promotion
on a national scale, and at many of America’s most exclusive
and talked-about nightspots.”
Since September, Billboard Bands has struck exclusive, long-term
commitments with over 150 trendy nightspots in the top 20 markets,
offering a reach of over one million branded bands per month. In
New York City, partner clubs include celebrity-studded havens like
Bed, Pacha, Home, Webster Hall and Guest House. In Los Angeles, the
network includes Avalon Hollywood and the Knitting Factory. All
nightclubs have signed contracts as their exclusive distribution
partner.
The rapid growth of clubs committed to Billboard Bands attests to
the appeal of its business proposition. By partnering with
the company, clubs obtain a full month’s supply of wristbands
and a vested interest in reducing an otherwise fixed monthly cost.
The wristbands are made of durable coated stock that prevents patrons
from transferring their bands to another person, while vivid four-color
and photographic ad messages standout against a brightly colored
background. The flexible production process can support options including
two-sided printing, bar codes, tear-off coupons and more.
“According to the recent ANA Top Ten Marketing Trends for 2007,
advertisers are increasingly interested in tapping into social networking,
word of mouth and local events to break through the media clutter and
reach young adults,” adds CEO Epstien. “Billboard Bands
is a perfect solution, a dynamic advertising vehicle that reaches young
adults where they gather and play. In addition to literally being
attached to the wrists of our audience for a minimum of three hours,
Billboard Bands provides advertisers with the opportunity for numerous
promotional and transactional overlays, such as sequential numbering,
promotion codes, tear-off coupons, drive-to- web sweepstakes and even
scratch-and-win and scratch-and-sniff applications. We also offer
our clients a 3-week lead-time on delivery of their final creative,
and the opportunity to target their buys based on geography and flight
requirements.”
In 4th quarter 2006, Billboard Bands conducted a proprietary research
survey among club-goers to learn more about the audience that this innovative
service delivers. According to the research, Billboard Bands pinpoints
a young, upwardly mobile group that appeals to a wide range of advertisers,
from food and beverage to media, fashion, electronics and entertainment
properties.
Billboard Bands delivers extensive on-person exposure among this young
and upscale audience:
- 63% of respondents wear bands until they get home (min. 3+ hours);
- 34% report to taking them off the next day or later;
- Average income of $52,800 - 23% above the average income for 21 – 34
year olds;
- 78% of the respondents have college experience or degrees;
- 80% of audience is in the 21 – 34 demo
- Spends an average $70 on a night out
In January, Billboard Bands wristbands is orchestrating two campaigns
that attest to the versatility of its platform. The first is unfolding
atThe Sundance Film Festival where GFH Boards, a premier long- and mini-surfboard
and skateboard manufacturer, will use Billboard Bands at its celebrity-studded
hospitality events at the famous Harry O’s dance club. The
wristbands enable GFH’s guests to enter the VIP events at Harry
O’s which will include acts by Mickey Avalon, Velvet Revolver and
the X-Dance Awards.
The second is a new cause-related campaign for The Global Fund to Fight
AIDS, Tuberculosis and Malaria, an international public/private partnership
dedicated to the prevention and treatment of AIDS, malaria and tuberculosis. By
utilizing the entire Billboard Bands national club network, The Global
Fund hopes to raise awareness among young people and engage their support
in spreading a positive message as part of the Hope Spreads Faster Than
AIDS campaign (www.jointheglobalfund.org).
“We were immediately excited about the Billboard Bands proposition,” states
Justin Shaw GFH Boards co-owner and president,” In an over-saturated
Film Festival environment, or in any crowded entertainment venue, it’s
important to stand out amid the noise, and we’re confident that
Billboard Bands will help us do that.” “We feel that
the Billboard Bands platform presents a truly unique opportunity to reach
young people with our message of hope in the fight against AIDS. We very
much appreciate their generous support,” adds Rajesh Anandan, Head
of Private Sector Partnerships at The Global Fund.
Billboard Bands LLC is headquartered in South Norwalk, Connecticut. For
more information, call (203) 454-4979 or visit the company website, www.billboardbands.net
Press Contact:
Sal Cataldi at Cataldi PR
Tel: (212) 244-9797
email: sal@cataldipr.com
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