News
Who Said Sacramento was a Cow Town?
"Your Cowtown" is the latest work to break in market created by Mering & Associates, a Sacramento-based advertising agency celebrating its 20th anniversary this June. Created as a tease campaign to generate interest and buzz, outdoor boards posted around Sacramento featured zany graphics of cows and only the words "YourCowtown.com".
Bovine business: The mystery of YourCowTown.com has been solved. The company behind the "teaser" billboard campaign is Crystal Cream and Butter, just as we guessed a couple of weeks ago.
Crystal marketing chief Kevin Nagle says the campaign takes a negative image of the city and turns it on its head. We're proud to be a cow town, Nagle says, adding there's some truth to the usually derogatory description. There are an awful lot of cows in the county.
The campaign aims to drive people to the YourCowTown Web site, seen as sort of an online town square. Folks can post blogs about practically any subject, play games or read a weekly column on why Sacramento is a cool place. Of course, there also are links to Crystal's dairy and bottled water sites and a place to sign up for home delivery of milk products.
Any chance the evolving campaign will use Phil Jackson, the former Lakers coach who used to delight in calling Sacto a cow town? Not right now, says Nagle. But, he says, "It's a good idea."
Sacramento Bee Online
May 18, 2005