TAMPA, FL, APRIL 1, 2012 -- Heard of Moose? If you haven't, you will soon. Moose International, which supervises a four-nation organization of more than 1.1 million men and women, announced today a pilot campaign for what ultimately would be the largest public-education program in the history of the organization. The campaign, Heard of Moose?, is designed to raise general awareness of the Moose organization, its endeavors for children and teens in need (most notably at Mooseheart Child City & School west of Chicago), for its senior members (the Moosehaven retirement community near Jacksonville, FL) and its community service.
The four-month pilot program launched in Tampa on April 1 and will continue to coincide with the 2012 International Moose Convention taking place in downtown Tampa there from June 29 - July 4. The organization expects up to 10,000 men and women members from across the U.S., Canada, Great Britain and Bermuda to travel to Tampa to participate in the convention. According to Tampa's convention bureau, the International Moose Convention will be Tampa Bay's third largest convention this year.
"We have a strong base of 27,000 women and men Moose members in 26 Lodges throughout the Tampa area. We want to show the rest of Tampa - from young families to retirees -that the Moose provides opportunities to help kids and seniors, and to give back to the community, all while having a lot of fun," said William B. Airey, Moose International's Director General and Chief Executive Officer. "Like most fraternal organizations, we're trying to get the word out about what we do, to a changing society. By the end of this campaign, not only will you have heard of Moose, but we think you might want to become one, too," he added.
The integrated marketing program throughout Hillsborough and Pinellas counties includes paid advertisements -- including outdoor billboards, bus exteriors, bus shelters, radio and newspapers -- coupled with media relations, social-media outreach and a public Open House at the Tampa Convention Center on Friday evening, June 29 (go to www.heardofmoose.org for details).
Advertising for the Heard of Moose? campaign will incorporate a variety of media. Vibrantly colored images will focus on action-oriented people demonstrating key aspects of the Moose mission, including 1) caring for the young; 2) caring for seniors; 3) community service; and 4) celebrating life. All creative components will tie to the call to action: Go to HeardOfMoose.org.
Beginning April 1, high profile advertisements begin running on more than 50 billboards (vinyl and digital) on highly trafficked streets and highways throughout the Tampa area. More than 120 bus shelters will feature large display advertisements reaching thousands of individuals driving and walking to their next location. Approximately 45 buses, wrapped in the Heard of Moose? campaign design, will travel throughout Hillsborough and Pinellas counties.
In addition, radio advertisements run on country music and news stations throughout Tampa. An eight-page, Heard of Moose? special section will be inserted in the Tampa Bay Tribune and Tampa Bay Times on Sunday, June 24. The insert, which will feature numerous articles about Moose programs and its members, will provide potential Moose members with a more in-depth look at the organization and encourage them to visit the website and contact the organization for membership information.
And, throughout the duration of the campaign, each of the 26 Moose facilities within a 50-mile radius of downtown Tampa have been provided with a special 4-by-8-ft. banner, closely following the campaign's graphics but carrying the message: "Heard of Moose? Here We Are!"
About the Moose
Moose International, headquartered at Mooseheart, IL, 40 miles west of Chicago, is an international organization of roughly 1.1 million men and women, dedicated to caring for the young and old, bringing communities closer together and celebrating life. The men and women of the Moose conduct community service programs valued between $75 million and $100 million annually throughout North America.
The Moose organization maintains more than 1,700 Moose Centers across the U.S., Canada, Great Britain and Bermuda, providing members with family-oriented social, dining and sports activities. The Moose organization's main endeavors include Mooseheart Child City & School, a residential community and school for children whose families are unable to care for them; and Moosehaven, a Florida retirement community for senior members. Children at Mooseheart, located outside of Chicago, receive the nurturing home, spiritual development and solid education they need to reach their full potential through a variety of innovative, nationally recognized educational and family-living programs.