Billboard Bands get ads in the door at top clubs

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Billboard Bands LLC, a new company offering advertising and promotions on wristbands, is debuting its services this month in more than 150 trendy nightspots in the top 20 markets.

The wristbands, which could be used for admission, re-entry or special VIP access, are targeted to the brand-conscious 21-to-34-year-old demographic.

The initiative aims to give marketers a platform for creative advertising and promotion on a national scale and at many of the country's exclusive nightclubs.

Billboard Bands struck an exclusive, long-term commitment with each of its club partners, offering a reach of more than 1 million branded bands per month.

In New York, partner clubs include Bed, Pacha, Home, Webster Hall and Guest House. In Los Angeles, the network includes Avalon Hollywood and the Knitting Factory.

Nightclubs receive a month supply of wristbands, which are made of durable coated stock that prevents patrons from transferring their bands to another person. Four-color and photographic ad messages are laid on a brightly colored background.

The production process can also support options including two-sided printing, bar codes and tear-off coupons.

In the fourth quarter of last year, Billboard Bands, South Norwalk, CT, conducted a proprietary research survey among club-goers to learn more about the audience.

Research showed that the service is pinpointed at a young, upwardly mobile group that appeals to a wide range of advertisers, from food and beverage to media, fashion, electronics and entertainment properties.

Approximately 63 percent of respondents said that they wear the bands until they get home for a minimum of three hours.

The company is also producing two new campaigns this month.

The first is unfolding at the Sundance Film Festival where GFH Boards, a long-and mini-surfboard and skateboard manufacturer, will use Billboard Bands at its hospitality events at Harry O's dance club.

The second is a cause-related campaign with The Global Fund to Fight AIDS, Tuberculosis and Malaria, an international public/private partnership dedicated to the prevention and treatment of the diseases.

The Global Fund hopes to raise awareness among young people and engage their support in spreading a positive message as part of its Hope Spreads Faster Than AIDS campaign at www.jointheglobalfund.com.

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