CHALLENGE: NPR Satellite Services combines more than 25 years of satellite broadcasting experience with a comprehensive suite of services such as prime space segment, dependable satellite equipment and state-of-the-art uplink services. NPRSS sells to a target market that's fragmented in its needs, orientation and sophistication. Buyers largely represent public radio broadcasters, but also include commercial radio broadcasters, ranging from religious broadcasters and organizations to talk shows and state-oriented local news networks. NPRSS needed to speak to this broad range audience without alienating any buyers.

SOLUTION: The complexities of sending content are at the forefront of broadcasters' minds. NPRSS is the best of all worlds—not a government agency or a slick corporation—with a track record for quality and integrity associated with its flagship network. This campaign cleverly uses a crossword puzzle, labyrinth, and engineering formulas within a satellite image to convey the idea that NPRSS is a total solutions provider. "We Have The Solution" is used as their identity in print advertisements, capabilities brochure, direct mail and trade show booth display.