Hoveround selects Mercury Media for DRTV buying

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Hoveround, a manufacturer of personal assistance vehicles, selected Mercury Media for its DRTV media buying on January 27. A DRTV campaign for the brand will launch this month.

“DRTV will continue to be at the foundation of our media mix, and we have selected the right firm to help us manage it,” said Jeff Hilton, director of marketing for Hoveround, in a statement.

The upcoming campaign will combine revised and new creative, and align the company's media strategy with sales. The spot will air primarily on national cable television outlets, several select syndicated programs and network TV with a secondary focus on local key market testing. Mercury will also work with Hoveround's digital marketing agency, iMarketing.

Hoveround spent $15 million-plus on direct response media in 2007, the most recent year that data was available, according to Brandweek.

Representatives for Mercury and Hoveround could not be immediately reached for comment.

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