October 2009 Archive

The following posts were made in October 2009. You may subscribe to the RSS feed for this archive if you would like to take your time reading through our posts.

Catalyst News

ING New York City Marathon 2009 Official Pace Team will be Powered by TIMEX TapScreen Technology

 Revolutionary timing device will help the field "tap" into elevated performance 

MIDDLEBURY, CT, October 26, 2009 - Timex Group USA, Inc., a principal sponsor and the exclusive official timing partner of the ING New York City Marathon, today announced that the Timex^® Ironman^® Sleek 150-lap watch with TapScreen^TM Technology will play a key role in the ING DIRECT Pace Team's efforts to pace the field. The Timex Ironman Sleek 150-Lap with TapScreen Technology is an innovative collection of precision sports timing instruments that conveniently responds to an athlete's touch.

The collection will be used by all 30 official pacers to ensure they maintain their assigned pace, and keep thousands of runners on track to meet their ultimate time goals.

"For decades Timex technology has helped improve race day performances of the world's elite athletes, but this is the first time Timex will officially pace runners in a 45,000-person field," said Heberto Calves, vice president of marketing at Timex. "The Timex Ironman Sleek 150-Lap with TapScreen Technology allows athletes to spend less time managing their wristwatch and more time focusing on performance."

The collection's proprietary TapScreen Technology allows users to easily take laps by "tapping" anywhere on the timepiece's face, rather than having to locate and push buttons mid-stride. The target time pacer feature delivers intuitive audible alerts, indicating when the runner is on pace, slow or fast, and allowing athletes to adjust their speed accordingly. The collection features a large-digit display and curved lens for easy viewing and tapping, and its strong, modern design is engineered to optimize ease-of-use, style and comfort.

In addition to this innovative collection, Timex will also showcase the ING New York City Marathon Timex^® Ironman^® commemorative watch, an adaptation of the powerful Timex Ironman 150-Lap watch which is co-branded with the official ING New York City Marathon logo. The watch is a commemorative timepiece intended to help the global but exclusive group of athletes who have run the world's most prestigious marathon - past and present - to celebrate their extraordinary achievement.

Both collections will be available for purchase in the Timex booth at the ING New York City Marathon Health and Fitness Expo from October 29 to October 31, 2009, for $89.95. The ING New York City Marathon Timex Ironman watch is also available at New York Road Runners' online store (www.nyrr.org) and its New York City headquarters, as well as at www.timex.com. 

In 2008, Timex Group USA, Inc. signed on as a sponsor of the ING New York City Marathon through 2011, as part of the company's ongoing initiative to increase the awareness for its state-of-the-art sports and fashion products.  

As part of the partnership, the Timex brand will again be woven into NYRR's multi-faceted marathon advertising campaign via print, online and out-of-home media. Timex will also be the presenting sponsor of the week-long Media Center at Tavern on the Green - home to over 1,500 credentialed members of the media during marathon week. As the official timing partner, Timex will also be identified at a number of high profile activation points on race day, including on all clocks throughout the course.

Five members of the Timex Multisport Team, a group of 40+ elite athletes who compete in major multisport events worldwide, will compete in the race on behalf of the brand. Elite amateurs Kimberly Hager, from The Woodlands, TX, and Daniel McGrath, of Las Vegas, NV, will join amateur Michael Lavery of Madison, WI, and professional racers Ian Ray of Bulawayo, Zimbabwe, and Dave Harju of Quebec, Canada. They will join 14 Timex employees also participating in the race.

Timex's presence in the fitness world has been evident for years via its sponsorship of the Ironman Triathlon event series.  With a wide array of wellness and training timepieces priced at various levels, Timex has established a broad appeal to the millions of consumers who want to maintain a healthy lifestyle in a cost-effective manner. Timex recently announced a unique 15-year partnership with the New York Giants that enables both brands to collaborate on training solutions for athletes globally. As part of the partnership, the Giants' new training facility and corporate headquarters in East Rutherford, NJ, is named the TIMEX Performance Center.  

About Timex Sports Watches

Timex has an unparalleled heritage of creating innovative, technologically advanced and reliable timepieces for endurance athletes, having introduced the first licensed Ironman brand watch in 1986. The Timex Ironman legacy of leadership, innovation and style in international sport is evident in the brand's extensive anthology of elite training devices, fitness aids and wellness timepieces. Timex Ironman timepieces are worn by athletes on every continent and have been added to the Smithsonian National Museum of American History.

About the Timex Group

Timex Group designs, manufactures and markets innovative timepieces and jewelry globally.  Founded in 1854, Timex has become part of Timex Group, a privately-held company with numerous brands and over 5,000 employees worldwide.  It is one of the largest watch makers in the world.

New York Road Runners

New York Road Runners, founded in 1958, is dedicated to promoting the sport of distance running, enhancing health and fitness for all, and responding to community needs. Our road races and other fitness programs draw upwards of 300,000 runners annually, and together with our magazine and website support and promote professional and recreational running. A staff of more than 100, assisted by thousands of volunteers, stages the ING New York City Marathon, as well as a road race nearly every weekend plus many track and cross country events. NYRR's home base in New York, and its lifelong identification with Central Park, have given many of its events iconic status, attracting the world's top professional runners. Our youth programs provide running to nearly 100,000 schoolchildren in New York City, around the country, and in South Africa who would otherwise have few or no fitness opportunities. For more information visit http://www.nyrr.org/.

The ING New York City Marathon

The premier event of New York Road Runners, the ING New York City Marathon is one of the world's great road races, drawing nearly 105,000 applicants. The race attracts many world-class professional athletes, not only for the more than $600,000 in prize money, but also for the chance to excel in the media capital of the world before two million cheering spectators and a worldwide broadcast reach of 330 million. As any one of the nearly 788,000 past participants will attest, crossing the finish line in Central Park is one of the great thrills of a lifetime. For more information visit http://www.ingnycmarathon.org/.

Tags: new york city marathon , timex , ironman , tapscreen , running , triathlon , watch , sports , fitness , herbie calves , marketing , public relations

Catalyst News

[yellow tail] Wine: ‘Open for Anything'

Country's Top Wine Brand Debuts New Multimedia Campaign on October 23

White Plains, NY, October 23, 2009 - [yellow tail] wine®, the country's number one wine brand, is launching a new multimedia campaign, entitled "Open for Anything^TM," that will debut on Friday, October 23 and air throughout the holiday season.

"[yellow tail] stands alone as the top wine brand in the U.S. due to our unprecedented, consistent offering of fun, approachable, affordable wine with a taste that consumers love and trust. This campaign reinforces the brand's leadership status by going where most wines cannot go," said Mark Lyle, Vice President of Marketing for W.J. Deutsch & Sons, Ltd., importer of [yellow tail].

"Despite our early growth and our high brand loyalty, [yellow tail] is still a discovery brand," said Isabelle McDonnell, Director of Marketing for [yellow tail] wines. "Through the new ad campaign we have the opportunity to take that to the next level and deepen consumer affinity and awareness of [yellow tail]."

"The 'Open for Anything' campaign reflects the brand's attitude in a humorous, unexpected way," said Mike Burns, Managing Partner of the BurnsGroup, creators of the 'Open for Anything' campaign. "[yellow tail]'s fans absolutely adore that it's a great quality wine that doesn't take itself too seriously." 

The broadcast spots, created by the BurnsGroup (New York), were directed by Tarsem, winner of the Cannes Best Director award. His acclaimed directorial work ranges from the award-winning R.E.M. music video "Losing My Religion" to the feature film "The Cell" (starring Jennifer Lopez) and dozens of commercial advertising spots for the likes of Nike, Coca-Cola, Pepsi and Levis.

The first commercial, entitled "Tragedy," depicts a couple lamenting a spilled bottled of [yellow tail] wine through over-the-top operatic dialogue. However, the "tragedy" is averted when the man triumphantly reveals "we have more!" and produces two new bottles. A second execution, entitled "Swirl," shows a romantic meeting that occurs when [yellow tail] wine magically swirls from a woman's glass into a man's empty glass nearby. Moments later the couple is married. 

Planned spending for the campaign, which will appear in national television, online, and in-store is $7 million. The launch of the campaign marks a busy year for the wine brand. In July, the brand added to its white varietals by introducing Sauvignon Blanc to its 12-varietal portfolio.  

For more information on [yellow tail] wine please visit us at Facebook, Twitter and www.discoveryellowtail.com. Please drink responsibly. 

About W.J. Deutsch

W.J. Deutsch & Sons, Ltd. was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world.  Deutsch's wines and spirits are sold to the trade with well-planned marketing support and offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry. 

The W.J. Deutsch & Sons portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] The Reserve, [yellow tail] Sparkling; California: Atlas Peak, Buena Vista Carneros, Esser Vineyards, Gary Farrell Vineyards and Winery, Geyser Peak, XYZin, Kunde Estate; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Idaho: Ste Chapelle; Italy: Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramón Bilbao Vinos Y Vinedos (Rioja), and Volteo (Castilla); Washington: Columbia Winery, and Covey Run, and award-winning spirits from Landy Cognac (France) and Villa Massa (Italy).  www.wjdeutsch.com 

About [yellow tail]

[yellow tail] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [yellow tail] wines are created with a simple philosophy - make a great wine that everybody can enjoy. [yellow tail] is everything a great wine should be; approachable, fresh and full of flavor.

The [yellow tail] wine portfolio includes nine [yellow tail] varietals (including Shiraz and Chardonnay), three blends and a Sparkling White and Rosé wine. The [yellow tail] The Reserve portfolio includes six varietals, including Cabernet Sauvignon and Pinot Grigio.  [yellow tail] and [yellow tail] The Reserve wines are produced by John Casella and Chief Winemaker, Alan Kennett of Casella Wines, Australia.

About BurnsGroup

BurnsGroup, established in 2006, is headed by Mike Burns, former CEO of Saatchi & Saatchi New York.  BurnsGroup's 2009 Client's include W.J. Deutsch, Gorton's Seafood, Pegasus Capital, Halo Pet Foods, Vonage, and Wyeth Consumer Health.  The BurnsGroup mission is to create Category of OneTM brands for its Clients.  Located in New York City's Soho neighborhood.

For more information see www.burnsgroupnyc.com.

Tags: yellow tail , wine , catalyst public relations , multimedia campaign , isabelle mcdonnell , burnsgroup , w.j. deutsch & sons , [yellow tail]

Catalyst News

Under Armour and Wounded Warrior Project to Unveil Customized Camo Football Uniforms and Sideline Gear to Support and Honor U.S. Armed Forces

University of South Carolina, Maryland to Wear Special Uniforms and Footwear on November 14th

Baltimore, MD., October 20, 2009 - Under Armour (NYSE:UA) today announced its partnership with the Wounded Warrior Project, a not-for-profit organization that provides programs and services for injured service members and their families. The two have joined forces in conjunction with the University of South Carolina and University of Maryland football teams to recognize the sacrifices made by those who have served and those that continue to serve in our nation's Armed Forces.

On November 14, in honor of our troops, the University of South Carolina Gamecocks and University of Maryland Terrapins will wear specially designed head-to-toe uniforms for their Game Day match-ups versus the University of Florida Gators and Virginia Tech Hokies respectively. The teams will take the field in black and desert camouflage uniforms featuring the Wounded Warrior Project logo. The uniforms will also have a unique twist; a core value embellishment - Duty, Honor, Courage, Commitment, Integrity, Country, and Service - will replace the players' last name on the back of each jersey. Both games will be nationally televised.

Wounded Warrior Project and Under Armour will create special make-up products for fans to wear on game day to show their support. The gear will be sold in college book stores, local military base exchanges, and online at www.underarmour.com. A percentage of the fan gear proceeds will be donated to the Wounded Warrior Project. Additionally, a select number of game jerseys will be auctioned off after the game on the University websites and 100% of the proceeds will be donated to the Wounded Warrior Project.

"Partnering with an organization such as the Wounded Warrior Project allows Under Armour a unique opportunity to connect with college football fans and our athletes on a whole new level, while also supporting the overall mission of the Wounded Warrior Project - to build public awareness and help support injured service men and women and their families," said Kevin Plank, founder and CEO of Under Armour. "We will continue to both honor and empower those who have been wounded and we are proud to support our troops."

"We are extremely grateful to Under Armour and their partners, to their dedicated employees that believe in our mission, and of course to both universities and their athletic programs for this unique opportunity," said Steven Nardizzi, executive director of the Wounded Warrior Project. "The incredible design of these uniforms, especially the use of warrior character traits in place of the athletes' names on the game jerseys, and the overall visibility of these games, will generate excitement and greatly increase public awareness of our organization and the men and women we are privileged to serve."

About Under Armour, Inc.

Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand's moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at www.underarmour.com.

About Wounded Warrior Project

The mission of the Wounded Warrior Project is to honor and empower wounded warriors. Its purpose is to raise awareness and to enlist the public's aid for the needs of severely injured service members, to help severely injured men and women aid and assist each other, and to provide unique, direct programs and services to meet their needs. To learn more, visit www.woundedwarriorproject.org.

Tags: under armour , catalyst public relations , catalyst pr , wounded warrior project , university of southern carolina , university of maryland , college football , armed forces , gamecocks , terrapins , university of florida , gators , virginia tech , hokies , camouflage , duty , honor , cou

Catalyst News

SUBWAY® Restaurants Announces Multi-Platform Partnership with NBC Sports

Creative partnership provides SUBWAY significant integration and exposure during football and hockey broadcasts on NBC

MILFORD, Conn., October 1, 2009 -- SUBWAY® Restaurants, the world's largest submarine sandwich franchise, today announced a multi-platform partnership with NBC Sports that will enable the brand to engage with consumers during marquee sporting events.

"We are very pleased to partner with NBC Sports on this groundbreaking, multi-platform sports relationship," said Tony Pace, chief marketing officer of the SUBWAY Franchisee Advertising Fund Trust. "High profile sports work for the SUBWAY brand in a couple of ways. First, it reaches a wide swath of the population, which is very important for a brand of our size. Second, it helps reinforce the health and active dimensions of the SUBWAY brand, which set us apart from our restaurant competitors. We look forward to working with NBC Sports to continue to find ways that drive audiences to NBC and Subway."

Throughout the activation period, SUBWAY and NBC Sports will encourage viewers to tune-in to featured sporting events and make SUBWAY their food of choice for the occasion. Co-branded promotional segments featuring SUBWAY Famous Fan Michael Phelps and SUBWAY brand ambassador Jared Fogle will air in 4Q'09 and 1Q'10 on highly rated NBC programming during primetime, late night,  and on NBC Sports programming including Football Night in America.

The results of a recent consumer survey conducted by NBC Universal showcased that 86 percent of football fans surveyed identified the "Sunday Night is Football Night" tagline; while 73 percent of surveyed eat a meal during football games on Sunday nights.

"Our unique partnership with Subway is a natural extension of NBC Sports' big event strategy," said Mike McCarley, senior vice president, strategic marketing, promotions and communications, NBC Sports.  "Nothing brings friends and family together better than great food and big events on TV and having Michael and Jared enjoying Subway while watching TV is exactly what millions of Americans do."

The relationship with NBC Sports offers SUBWAY the opportunity to incorporate "Fresh" messaging including catering options available nationwide into a wide array of programming.  Throughout the professional football season, SUBWAY will activate with in-store Point Of Purchase materials showcasing "Sunday Night is SUBWAY Night." 

Key highlights of SUBWAY's on-air activation with NBC Sports include:

• SUBWAY "Fresh Take" features that highlight up-and-coming football players during select NBC Sunday Night Football broadcasts.
• SUBWAY will be the presenting sponsor of a special edition of Football Night in America on Wildcard Saturday, Jan. 10, 2010.
• Sponsorship of "Game of the Week" intermission reports airing during each NBC Sports hockey broadcast including the 2010 Winter Classic.
• A series of "Fresh Take" features will air during the U. S. Figure Skating Championships in Jan. 2010 highlighting these world-class athletes

Additionally, SUBWAY will have a presence on Sunday Night Football Extra, an HD quality video player on NBCSports.com that simulcasts "Sunday Night Football" games and allows fans to access content throughout the season.

About SUBWAY^® Restaurants

The SUBWAY® restaurant chain is the world's largest submarine sandwich franchise, with more than 30,000 locations in 88 countries. Headquartered in Milford, Connecticut, and with regional offices in Amsterdam, Beirut, Brisbane, Miami, and Singapore, the SUBWAY® chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. The SUBWAY® brand was ranked the number one global franchise opportunity in Entrepreneur magazine's 2008 "Annual Franchise 500" listing.  For more information about the SUBWAY® chain, visit www.subway.com and www.subwayfreshbuzz.com.  SUBWAY® is a registered trademark of Doctor's Associates Inc.

About NBC Sports

NBC Sports, known for amassing large audiences while presenting the most prestigious properties in sports, represents superior production that elevates sport, broad promotion and mutually-beneficial partnerships.

As evidence of NBC Sports' ability to amass large audiences, over the past year, NBC Sports broadcast two record-breaking television events: The Beijing Olympic Games, the most watched event in U.S. television history with 215 million viewers and Super Bowl XLIII, which achieved the largest single audience in U.S. television history with a record 152 million viewers. NBC Sports is now home to eight of the top ten most-watched events in U.S. television history.

NBC Sports partners with many of the most powerful brands in sports.  NBC Sports has broadcast 16 Super Bowls, tied with CBS for the most Super Bowls broadcast by a single network. As America's Olympic Network, NBC has broadcast more Olympics than any other network and owns the rights to the Olympic Games through 2012. NBC is also home to "NBC Sunday Night Football," the premier primetime NFL game of the week. Other prestigious NBC Sports properties include Notre Dame football, the U.S. Open Championship, The Ryder Cup, Presidents Cup, Kentucky Derby, Preakness Stakes, Wimbledon, French Open and the Stanley Cup Final.

Tags: subway restuarants , catalyst public relations , nbc sports , football , hockey , broadcasts , michael phelps , jared fogle , fresh take , figure skating