Northern Dutchess Hospital is located in Rhinebeck, New York, an upscale bedroom community for NYC commuters, affluent baby boomers and weekend-home owners. We saw an opportunity to promote the hospital’s Cosmetic Surgery services to this upwardly mobile audience.

So how does a plastic surgery marketing campaign grab the attention of intelligent, educated and stereotypically cynical metro New Yorkers? We appealed to their vanity – a key motivation in considering any elective cosmetic surgery – and their sense of humor. Witty, sophisticated creative allowed us to get in their face about their self-image issues without offending or overselling.

Our creative campaign helped position NDH as a leader in plastic surgery, and an ideal place for discreet care and peaceful recovery. The campaign messages were delivered through high visibility out-of-home media, effectively targeting the daily commuter and weekend traveler market segments.