Roswell Park Creative Marketing Strategy Recognized in Trade Magazine

Thursday, June 17, 2010

Roswell Park Comprehensive Cancer Center was mentioned recently in trade publication Airport Revenue News for pioneering new communication tools to reach travelers as they navigate the airport.

From the article:

Other non-traditional outlets for advertising include floor graphics. Corey Airport Services implemented a program at Buffalo Niagara International for the Roswell Park Comprehensive Cancer Center. Graphics on the floor at baggage claim and in other strategic locations include tips for passengers on how they can reduce their health risks. "They've recognized that [compared with] the traditional backlit display, this stands out a little bit better because you're not used to seeing things on the floor," [Corey vice president Steve] Moody says. "The advertisers are looking for different modes for communicating their message and airports have been more open to it than they have been in the past."

The concept was the brainchild of Laurel DiBrog, Vice President of the Department of Marketing, Planning and Public Affairs, Roswell Park. The unique, compelling messages are very different from other types of marketing and have the ability to creatively influence both business and leisure travelers. Passengers have time to pause while they wait for their luggage, which gives Roswell Park the opportunity to deliver key educational messages about cancer prevention.

Media Contact: 

Annie Deck-Miller, Senior Media Relations Manager
716-845-8593; annie.deck-miller@roswellpark.org