CT Agency Helps Convention Industry Council with Educational Ad Campaign that Promotes Values of Meeting 'Face-to-Face'

Tom Peters Testimonial First in Series of NYT Inserts Targeting Top American Business Leaders

(NEWTOWN, Conn. - May 29, 2002) - Leverage Marketing Group, a Connecticut-based marketing communications firm integrating business-to-business and consumer disciplines, has recently completed the first in a series of educational ads designed to promote the business values of corporate travel. The first ad, a two-sided, free-standing insert in The New York Times targeting top-level subscribers, appeared May 23, 2002.

"The challenge was to address and reverse the trend of shrinking business travel, which went from bad to worse immediately following Sept. 11," says Mary Power, president of the Convention Industry Council (CIC), an organization representing some 30 associations, including over 13,000 corporations and 81,000 individual members, all involved in the meetings, conventions and exhibitions industry.

"The solution," she says, "was to put a compelling business case in front of America's top CEOs and CFOs. We chose the Times to reach the right audience, and Leverage to bring our 'face-to-face' value proposition to life."

According to Mike Casale, president of Leverage Marketing Group, the CIC had a good message and medium but needed the right messenger as well. "We felt it was important to have a recognizable business icon deliver and articulate the core message - that meetings, conventions and exhibitions mean good business."

The first ad in the series features Tom Peters, author of such groundbreaking business books as "In Search of Excellence" and "Thriving in Chaos."

Leverage Marketing Group services a variety of B2B and B2C accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce & Technology Center, Sealed Air Corporation, Shaws and Unilock.