North Carolina Aquariums Selects MSA As Its Advertising Agency For Three-Year Campaign

MSA awarded account over six competing agencies with unique presentation

Raleigh, N.C. (June 26, 2008)
RALEIGH — The Triangle region marketing and communications firm MSA took a unique approach to showcase its production and creative abilities for a prospective client. In an unusual response to the North Carolina Aquariums' proposal request, the agency produced a video parody in the style of the edgy, wry NBC sitcom, The Office. But, a Dunder Mifflin, MSA is not!

In addition to the formal presentation, MSA produced a farcical documentary staged in its office during the weeks prior to the Aquariums' proposal deadline. The production was an agency-wide collaboration that featured employees dressed in aquatic costumes as they prepared for winning the account. Through a series of interviews and vignettes, the sea creatures demonstrated their roles within the agency. To stay on message, the video included actual interviews with MSA staff. Watch video: www.thinkmsa.com/ncaquariums

The behind-the-scenes spoof, shot in the NBC comedy's deadpan style, succeeded: The North Carolina Aquariums recently selected MSA – over six competing firms — to lead its three-year marketing campaign.

"The North Carolina Aquariums were seeking energetic, creative talents in the marketing field who could lead the development of a dynamic marketing plan for the Aquariums, devise an eye catching brand image, and fulfill the design services for the Aquariums over the next three years," said David Griffin, division director. "MSA presented a thorough and imaginative campaign, and its leave-behind video clearly demonstrated that they had the creative energy, enthusiasm and talent to do the assignment. We are thrilled to have them as our agency," Griffin said.

The challenge of the Aquariums account will be to increase exposure and visitation, said Jan Johnson, vice president, director account management, who spearheaded the agency’s presentation. To accomplish these goals, MSA will create a comprehensive advertising, marketing and communications strategy that includes brand identity, demographic research, marketing and PR initiatives for each aquarium, a Web site upgrade, and special event and outreach program recommendations.

"We are excited and proud to be the North Carolina Aquariums' agency," Johnson said. "MSA wanted to set itself apart from our competitors. While we offer superb services such as in-house production and interactive services, we know clients often choose agencies on their creative appeal. The leave-behind video showed MSA’s talents in a humorous and innovative manner," Johnson said.

About the North Carolina Aquariums

Founded in 1976 as a division of the North Carolina Department of Environment and Natural Resources, the Aquariums' mission is to inspire appreciation and conservation of North Carolina's aquatic environments. The Aquariums are committed to advancing this mission through dynamic, innovative venues and engaging family experiences. With three Aquariums situated along the state’s coastal shore at Pine Knoll Shores, Roanoke Island and Fort Fisher, the facilities continue to expand and improve. Last year, more than one million visitors were educated and entertained at the North Carolina Aquariums. Accredited by the American Zoo and Aquarium Association, the North Carolina Aquariums recently completed expansion at all three facilities, doubling the size of each.

About MSA

Established in 1991, MSA is a full-service, integrated marketing and communications firm providing traditional and interactive advertising, broadcast production, public relations, branding services, research, Web development and mystery shopping. Ranked as the fourth-largest agency in the Triangle region by the Triangle Business Journal, MSA's diverse client list includes UNC Health Care and SUBWAY® restaurants, among others. MSA is a division of Think Partnership, Inc. d.b.a. Kowabunga!® (AMEX:THK), an international leader in interactive performance-based marketing and related Internet technologies. For more information, contact MSA at (919) 463-9680 or visit www.thinkmsa.com.