BTC Marketing Communications Turns 40; Launches “Experience is the Difference”

With the help of Greg Brady, Sue Ellen Ewing, Steve Sanders and others, #Cheersto40yearsBTC honors past clients, employees, and partners; new tagline, “Experience is the Difference,” reflects firm’s senior-level model

WAYNE, PA — BTC Marketing Communications (BTC) celebrated 40 years in business with its #Cheersto40YearsBTC campaign, as well as the launch of a new tag line – “Experience is the Difference” – to better articulate its brand. The campaign included celebrity shoutouts from decades past, thanks to the personalized video website Cameo, and the new messaging reflects the firm’s commitment to ensuring partners lead every client engagement.

“We had a lot of fun sourcing the Cameo videos and received great feedback from friends and former team members and clients about how much they enjoyed watching them,” said CEO Tom Cancelmo, who is celebrating 20 years with the firm. “We also had the opportunity to share a small token of appreciation, thanking the many individuals, past and present, for the role they’ve played in our success.”

Launched in 1980 by veteran marketers Mel Boyd, Joe Tamney and Ray Cross, BTC is one of the region’s longest-standing PR and marketing communications agencies. BTC provides creative, PR, direct marketing and digital services for regional and national clients, specifically those in hospitality, business-to-business, nonprofit, senior living and real estate sectors.

“As an agency, we have evolved over time just as our industry has,” added Cancelmo, “but the one constant is we have always felt very strongly that clients deserve – and are paying for – the experience our team has addressing challenges and solving problems. Hence, ‘Experience is the Difference.’”

BTC has a storied history from helping The Greenbrier resort in West Virginia uncover its secret bunker in the mid-1990s, to reopening New York City’s famed Barbizon Hotel as a Melrose Hotel property, to regional ads featuring well-known sports personalities Dick Vermeil and Harry Kalas and partnering with the iconic Devon Horse Show and Country Fair on the Main Line.

“2020 was not the type of year we expected as we kicked off our 40th anniversary, but we are proud of all we accomplished with our client partners, especially in the middle of a pandemic,” added Chris Murray, a BTC partner. “Not only did we help clients address COVID’s impact on their organizations, we were forced to get creative and implement unique approaches to achieve their goals and objectives; that ability is part of what you get when working with our team members who average over 25 years in this business.”

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