February 10, 2006

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Aruba Tourism Campaign Developed by Fitzgerald+CO to Launch February 6th; Ads Enable Direct Interaction Between Consumer and Advertiser with “Click to Call”

ATLANTA – February 6, 2006, The Weather Channel Interactive (TWCI) today announced that its mobile group will be launching its first “clickable” mobile ad campaign.  The ads for Aruba Tourism, developed by Atlanta-based Fitzgerald+CO, will appear on The Weather Channel Mobile Internet pages and will feature a banner style ad that when clicked redirects users to an interactive information page.  The campaign kicks off as the emergence of new mobile technology and content coupled with higher speed networks make the mobile Web experience more compelling and increasingly more popular.

The new campaign marks the first interactive mobile ads for TWCI, a longtime leader in technological innovations for advertisers.  From the information page of the ad, users can click an 800 number which will then initiate a call to the Aruba Tourism information center.  The new ad leverages new technology developed by Third Screen Media and its MADX Publisher solution.

“The advances in mobile technology are answering consumer’s desire for control.  They want the ability to access information whenever and wherever they desire, says Liz Daney, chief media officer at Fitzgerald+CO.  “By aligning the Aruba brand with mobile weather content, we are immediately showcasing the island as a destination in stark contrast to the dreary, cold weather here in the states in February.  And the technology allows consumers to directly access the means to book a trip: relevant, accessible, and measurable all in one.”

“The new Aruba mobile Web campaign is a great example of an agency and client embracing the latest in technology,” said Paul Iaffaldano, executive vice president and general manager, The Weather Channel Media Solutions.  “This product is a part of our continuing commitment to deliver impressions to advertisers in an innovative way while delivering a great experience for the consumer.”

The new mobile advertising product from TWCI and all future TWCI mobile campaigns adhere to the Mobile Marketing Association’s newly released standards for mobile ads.  TWCI participated in the creation of the standards and continues to work with the MMA to encourage industry-wide adoption.

About The Weather Channel Interactive

The Weather Channel Interactive is the leading provider of broadband and wireless weather products including, Desktop Weather by The Weather Channel, and The Weather Channel Mobile., the Web site of The Weather Channel, is the ultimate source of weather on the Web helping users plan their lives by delivering timely current conditions, expert forecasts and relevant lifestyle content for 98,000 locations worldwide. reaches more than 25 million unique users each month, is the most popular source of online weather, news and information and is the most trusted source of online weather information according to  Nielsen//NetRatings.  The Weather Channel Interactive also provides consumers with unique and customizable products such as Desktop Weather and a full lineup of mobile services including downloads, messaging, mobile Web, and mobile video. 

About Fitzgerald+CO

Celebrating its 22rd anniversary in 2005, Fitzgerald+CO ( is one of the leading brand-building agencies in the Southeast, with over $200 million in billings.  Part of the Interpublic Group of Companies (NYSE: IPG), the agency specializes in advertising, media, brand development and public relations.  Fitzgerald+CO’s client partners include AFLAC, AmSouth, Aruba, Coca-Cola USA, Durex, Georgia Lottery, Georgia Power, QUIKRETE, Raymond James, Southern Company, UPS, Black and Decker, and GMAC Insurance.



For The Weather Channel:
David Blumenthal
[email protected]

For Fitzgerald+CO:
Ellen Bookman
[email protected]