ARRIVALS
AND DEPARTURES, WITH NO GUILT TRIPS. Eskaton’s colorful banner in Sacramento International
Airport’s new billion-dollar Terminal B hangs prominently above the 6 million
passengers coming and going each year. It’s not the most likely of places to
advertise Eskaton’s community living and home support for older adults. But
it’s no flight of fancy either.
The
calculated choice makes sense on a couple of fundamental levels. The annual cost
-- equal to about a week of TV advertising in the Sacramento market -- produces
roughly the same number of impressions per dollar.
More importantly, though,
Eskaton’s expects the venue’s exposure to (subliminally) capture the hearts and
minds of travelers coming to visit family or leaving family behind. This said,
the ads themes are very subtle and inspiring -- not guilt trips. The rotating
banners read: “Welcome home,” “Longevity Rules” and “Friends for Life.”
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