May 27, 2008
Geico Supports American War Letters Campaign Through Clear Channel Radio
TMCnet Contributing Editor

Clear Channel (News - Alert) Radio has been selected by Geico to support the American War Letters Campaign. The Clear Channel Web site and radio stations will host ads for the campaign.

The campaign was launched on Memorial Day. Excerpts from the audio editions of author Andrew Carroll's "War Letters" and "Behind the Lines” are part of the joint effort from Geico and the Legacy Project to preserve American wartime correspondence.
Clear Channel runs local radio stations across the U.S., and Geico is an insurance firm. The Legacy Project is a national, all volunteer initiative that works to honor and remember the nation's veterans and active-duty troops by preserving their personal letters and e-mails.
The American War Letters Web site was designed and is hosted by Clear Channel Radio's Creative Services Group. It features audio/visual recordings of some the most poignant letters by media, entertainment and literary notables for this special event.
"The Legacy Project's mission is to honor and remember our troops and veterans from every war in our nation's history by preserving their letters and e-mails home," said Carroll, who founded the Legacy Project in 1998. “These are their experiences in their own words, and no one can tell these stories better than they can."
"Given our roots in providing insurance to government employees and underwriting American families, Geico could not resist the opportunity to support the Legacy Project in its efforts to preserve and share such important pieces of our country's history," said Bill Brower, Director of Advertising for Geico. "As Clear Channel Radio has been the key to our marketing efforts and success in building brand loyalty, we've seen how its integrated use of on-air and online radio moves audiences to act, and expect its strategy to be particularly effective during these periods of patriotic reflection."
"This campaign uses radio during patriotic times to allow Geico to connect with their core consumer and, most important, pay tribute to these great American heroes in a unique and unprecedented way," said Bill Koenigsberg, president and CEO of Horizon Media.
"With multiplatform campaigns, we can reach consumers across the country and throughout the entire day," said Bob McCurdy, Regional President of Clear Channel Radio Sales. "We look forward to seeing dozens of more war letters added to throughout the campaign and applaud Geico and Legacy Project for educating Americans about the sacrifices made by U.S. service members and their families."
During the Memorial Day, Fourth of July, Labor Day and Veteran's Day holiday periods four flights of 10 to 15 seconds radio spots will be aired on the top 25 demographical markets in the US. Online content, in conjunction, will focus on the Revolutionary and Civil Wars, World War I & II, Vietnam and current military deployments.
And Clear Channel radio on its part will be providing 30-second public service on-air announcements, as well as Web banners on its 800-plus station sites supporting the Geico campaign.
Nathesh is a contributing editor for TMCnet. To read more of Nathesh’s articles, please visit his columnist page.

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