Baruch College (http://www.baruch.cuny.edu)
students, who constitute the staff of Park Bench Marketing Group,
created spectacular print ads for Ezulwini Game Reserve (http://www.ezulwini.com/Game_Lodges.html)
as part of a advertising competition.
Their assignment was to create a print ad, web ad, social media campaign
or converged media program to encourage American tourists to book a trip
to South Africa for a safari experience of a lifetime at Ezulwini Game
"Park Bench students do extraordinary work because they are extremely
bright, highly creative and think outside the box," said Michael
Lissauer, adjunct professor at Baruch and director of Park Bench. "They
are also not inhibited by any preconceived notions of what makes a
winning ad." Lissauer, who was executive vice president of marketing and
strategic planning at Business Wire prior to his retirement, explained
that the Park Bench students have ben tutored by such industry leaders
as Stan Becker, former creative head at Saatchi & Saatchi, Jerry
Pickholz, former president of Ogilvy & Mather Direct and Don Middleberg,
founder and chairman of Middleberg Communications.
The students focused on the intimacy of the game drive at Ezulwini,
where guests are virtually within a few feet of such wildlife as lion,
leopard, elephant buffalo and rhinoceros.
The winning ads by Baruch senior Gabriela Ramirez featured two brilliant
headlines; "Count the spots on a leopard's face" and "Black with white
stripes or white with black stripes See for yourself." Both ads
featured close-ups of the animals.
Runner-up ads by Yi Li (Adam) Ho and Sooin Chung featured a family of
hippos with the headline "Not your typical family trip" and by Anna
Leung with a leopard heading into the bush with the headline "Follow me."
The winner of the ad competition won a four-night stay for two at
Ezulwini and the runner-ups won the same trip at a 90% discount thanks
to the support of Laurence Saad, founder and owner of Ezulwini.
Ezulwini is located in the Greater Kruger National Park in South Africa
and consists of two very unique and distinctly different luxury private
lodges - Billy's Lodge and River Lodge - that feature outstanding
quality at reasonable rates. Guests are assured of seeing Africa's Big
5. Billy's Lodge is perched on the banks of a seasonal river, deep in
lion country and River Lodge is situated on the banks of the majestic
Olfants River, largest of the lowland rivers, and is the habitat of
hippos, elephants and crocodiles.
Park Bench was created by Lissauer in the fall of 2008 as a fully
integrated and multidisciplinary in-house marketing communications
company. The company's capabilities include advertising, branding,
graphic and web design, social media and public relations. Park Bench
does pro bono projects for Baruch College departments (Athletic
Department, Computer & Technology Center, Blogs @ Baruch), as well as
such companies as Business Wire, Apple Metro (Applebee's), HowMat
Integrated Systems, Majesco Entertainment, Raich Ende Malter and the
American Cancer Society.
Baruch College traces its origins to the founding of the City University
in 1847 as The Free Academy, which was located on the current site of
the College in lower Manhattan. Established in 1919 as City College's
School of Business and Civic Administration, the school was renamed in
1953 in honor of Bernard M. Baruch. Baruch College ranks among the
nation's best colleges and offers undergraduate
programs through three acclaimed schools: the Zicklin
School of Business, the Weissman
School of Arts and Sciences, and the School
of Public Affairs.
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