Dec 10, 2008

Mktg - Celebs Tout

NEW YORK has launched, a new marketing campaign designed to highlight the Web site's news, multimedia and interactive features.

The campaign features celebrities sharing their favorite sections on in 12 unscripted videos. Personalities appearing in the campaign include Kenneth Cole, Padma Lakshmi, John Leguizamo, John Cameron Mitchell, Isaac Mizrahi, Bebe Neuwirth, Cynthia Nixon, Dr. Mehmet Oz, Lynn Redgrave, Eric Ripert, Ben Stein and Justin Tuck.

With each video, there is a drop-down menu that relates each celebrity's interests with features on The video menus highlight online polls, cooking videos, and health topics available on the newspaper Web site.

"The goal of this campaign is to powerfully convey the wide range of interactive multimedia features that make much more than just the newspaper online -- and to do it in a way that is engaging, viral and, we believe, unique," senior vice president of marketing and circulation for the Times, Yasmin Namini, said in a statement.

The effort was crafted, in part, by Your Majesty, a New York-based marketing. Renowned photographer and documentary maker, Douglas Keeve, directed the videos.

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