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URMC to launch rebranding ad campaign during Super Bowl

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Rochester Business Journal
January 30, 2014

The University of Rochester Medical Center plans to launch an ad campaign meant to rebrand the medical center as UR Medicine with locally placed Super Bowl halftime ads, URMC officials said Thursday.

The rechristening is meant to put URMC’s various branches—which include Strong Memorial, Highland hospitals, Thompson Health in Ontario County and other area health facilities—under a single, easily identified name evoking the entirety of the URMC complex, URMC chief marketing officer Karl Withers said.

“Research with consumers showed that while most area residents associated URMC with leading-edge patient care strengthened by teaching and research, they also saw it as a place rather than a network delivering care in dozens of locations throughout the region,” Withers said.

Withers declined to say what the Super Bowl ads are costing UR.

“I’m not going to get into that,” he said. “I will say that they didn’t bust the marketing budget, which is less than a tenth of (UR’s) overall budget.”

Local spots run during the big game last year cost Rochester-area advertisers $15,000 to $20,000, a significant uptick from previous years’ prices. National advertisers pay some $4 million for a 30 second Super Bowl spot. 

The URMC ads were locally produced by Antithesis Advertising, Icon Productions, and Forward Branding. Music was composed and performed by Eastman School of Music instructors Michaela Eremiasova and Jairo Duarte-Lopez.
(c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or e-mail

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