How do you reach a broader audience when advertising the new season of live performances at North Jersey’s top Performing Arts Center? By bringing your message to potential audiences where they live – at major supermarket chains and multiplex theaters throughout the area.

Ritta & Associates first created a dynamic video for Englewood’s BergenPAC. Then, taking a non-traditional advertising route, R&A arranged for it to be shown on the big screen before movies start, and run on video monitors at supermarket checkout counters – all places where a “captive audience” can appreciate entertainment. Featuring Aretha Franklin, Michael Feinstein, Chris Botti, the Monkees and Tango Buenos Aires, the :30 spot will also be shown on monitors in the BergenPAC’s lobby and on cable TV.

Created by R&A’s Kurt Ritta and Jackie Millstein, the voice-over was provided by ABC news anchor Lori Stokes, and backed by the music of Aretha Franklin. “We think this is a brilliant piece of marketing positioning,” said BergenPAC’s Executive Director, David Rodriguez. “To have it running on every screen at the Garden State Plaza 16-Plex alone will get us before an enormous audience.” He then added, “We’ll be updating the spot every couple of months to show off upcoming shows.” To check out the spot, click here.

Ritta & Associates has been a big supporter of BergenPAC since it opened, creating the logo, marketing & advertising materials, and even helping redesign the theater’s lobby and marquee. The largest theater in North Jersey, it was originally a vaudeville house in the Twenties, then a movie theater. In the early Seventies, it was transformed into the John Harms Center for the Arts, bringing top classical and popular performers to Englewood. The theater, which offers superb acoustics, is connected via fiber–optic cable to Bennett Recording Studios, just down the street. BergenPAC is the only theater in the country to offer this technology. Tony Bennett (father of Dae Bennett, the studio owner) and Kevin Bacon are among the wealth of stars who have used this dual−facility for onstage recordings.

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