Campaign marks VIA’s first integrated marketing effort as agency of record.
Portland, Maine, November 15, 2006 – The VIA Group announced today that it has created and launched its first comprehensive integrated marketing campaign as agency of record for Arrow International, the world’s leading provider of central venous catheter (CVC) products. The account is serviced out of VIA’s Portland office.
The campaign introduces the Arrow Pressure Injectable PICC Kit. The kit’s extensive componentry enables clinicians to provide life-saving care, including pressure injection, while complying with key regulatory recommendations and guidelines set by CDC, IHI, JCAHO, OSHA and other relevant regulatory and advisory bodies. The bold and innovative campaign has already impacted the industry, positioning Arrow as an ally to clinicians in the field.
Arrow debuted the new kit at the 20th Annual Association for Vascular Access (AVA) Conference in Indianapolis, Ind. VIA created the graphics for the Arrow trade show booth and staged a large event for conference attendees. VIA also supported the product’s introduction with collateral. The primary target audiences for the campaign are interventional radiologists and nurses.
For the launch of this integrated marketing campaign, VIA created print ads, direct mail, a rich media expandable banner and collateral for targeted customers. The print and direct mail campaigns will launch in late November. The online campaign, which allows people to explore the kit, will launch in mid-November. The media buy focuses on publications and Web sites that reach the target audiences.
“We are very pleased to have VIA as our business partner,” said Rick Eagle, vice president, Venous Access, Arrow International. “In their first comprehensive product launch for us they have developed creative and interactive ways to engage clinicians with the Arrow Pressure Injectable PICC Kit. The campaign also highlights Arrow’s dedication to patients and safety, something that is of the utmost importance to us.”
“VIA is honored to be working with this global medical device leader,” said Greg Smith, VIA’s chief creative officer. “Their commitment to quality, patient safety and innovation are impressive. The challenge with this campaign was to create awareness among the target audiences about the unique features of the kit. It is a competitive marketplace, and through our creative execution we wanted to demonstrate that Arrow’s product is different and clearly stands above the competition.”
About Arrow
Arrow International, Inc., develops, manufactures and markets a broad selection of clinically advanced, disposable catheters and related products for critical and cardiac care. The company’s products are used primarily by anesthesiologists, cardiologists, critical care specialists, electrophysiologists, emergency and trauma physicians, interventional radiologists, surgeons and other healthcare providers. The company’s common stock trades on The NASDAQ Stock Market® under the symbol ARRO. For more information, visit www.arrowintl.com.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, HP Hood, Twisted Tea, CBS RADIO, Kick Start, Silverstein Properties, Monster, Dunkin’ Donuts, Cleveland Clinic and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.
Back To News