MEDIA KIT CREATIVE Client: IDEXX Laboratories / Blue Ridge Pharmaceuticals Situation Design of the ACAREXX™ brochure and product package preceeded the development of the ACAREXX™ media relations campaign. To maintain continuity, I used existing imagery to design media kit creative. Solution Creative for the ACAREXX™ media kit included a pocket folder and photo CD label. The front of the pocket folder and CD label featured a photo of a woman holding a cat next to her face. The headline stated, "You may be shocked to learn what's going on right under your nose." A red, dotted line connected the inside of the cat's ear to an ear mite illustration. The inside left flap of the pocket folder proclaimed factual statements about the prevalence of ear mites: "Ear mites are the third most common diagnosis in cats and nearly all cats – both indoor and outdoor – will suffer from them at some point in their live." The inside right flap of the pocket folder stated that treating cats with ear mites is a traumatizing experience for cats and their owners: "The only thing worse than a cat with ear mites is treating a cat with ear mites. Until now." The back of the pocket folder showed a photo of a kitten sitting by the ACAREXX™ package. The key product benefit was stated below: "Once and done!" Media kits were mailed to gatekeeprs at print and broadcast outlets. Broadcast producers also received the ACAREXX™ VNR. Responsibilities Creative direction, photo selection, collateral design, production management and client service. Pocket folder front Photo CD label Pocket folder layout