RED LIGHT, GREENLITE
Greenlite Movement Shines in Times Square & on Sunset Boulevard

New York, N.Y. - In the veritable jungle of “green” advertising that has closed in on consumers from every angle, it’s nearly impossible to gain attention amidst all the clutter, especially in Times Square. This month, Greenlite Lighting Corporation has inspired the masses in New York City and Los Angeles to take action and join the movement – the Greenlite movement that is.

Greenlite Lighting Corporation, a company with headquarters in Montreal and the U.S. who solely manufactures energy efficient lighting products, hired advertising agency, Korey Kay & Partners to unveil a provocative billboard campaign on both the East and West coasts to draw attention to what they’re doing differently from the rest of the green advertisers. This holiday wave follows on the heels of their Al Gore ad in the New York Times and LA Times and their Canadian campaign, which gained interest by controversially comparing their president and CEO to God.

The 66-foot-tall billboard gracing the side of the Times Square Marriott Marquis on Broadway proclaims “JOIN THE GREENLITE MOVEMENT: Times Square Should Not Be a Red Light District.” A similar digital display billboard running in Los Angeles offers Sunset Strip visitors and residents a slightly different twist. The words Hollywood Should Not Be a Red Light District tower over a pedestrian board that interchanges a Naughty and Nice message; Naughty for incandescent (or red light) bulb users and Nice for green, eco-friendly compact fluorescent light bulb (CFL) users. The LA board, up since the beginning of November, comes down on Sunday, December 23rd. The Times Square board comes down after the New Year.

Today, beneath the auspicious billboard in Times Square, Santa, donning a green suit, distributed 2,008 Greenlite light bulbs (in honor of the New Year) to all passers by to gather more supporters for the Movement.

“I see Greenlite’s mission as improving the lives of people that inhabit the earth today, and will continue to do so for many generations to come,” said Nina Gupta, President and CEO of Greenlite.

But while the greening of the planet is top of mind for Nina and Greenlite, they’ve come to recognize that without everyone’s participation, from the eco-minded to the masses, this goal cannot be achieved.

So, they’ve focused not on just saving the earth, but on saving everyone money, as reflected in their tagline “Save the Earth. And a few bucks, too.” It comes at the challenge from a different angle from other eco-products who forget that not everyone is interested in the environment or understands the eco-jargon. However, saving money appeals to everyone.

As the campaign unfurls, the hope for the movement is growth - turning red light bulb users to Greenlite missionaries, and in turn, red light districts to Greenlite districts… eventually one global Greenlite district.

The arrival of 2008 has added momentum this season with the celebration of the 100th birthday of the Waterford Crystal Times Square Ball, which this year is comprised of LED (light emitting diodes) crystal and state of the art LED lighting effect enhancements.

As a result in the shift in lighting from incandescent bulbs to LEDs, the entire Times Square Ball will be lit on the same amount of electricity that it takes to power ten toasters, or three clothes dryers. For Greenlite, this not only marks a shift in a worldwide New Year’s Eve tradition, but also the advent of a new movement.

About Greenlite
Based in Montreal, Canada, the Greenlite Lighting Corporation has been a pioneer in the eco-friendly light bulb business, since its founding in 1996. The privately held company and its dedicated staff of 25 employees in both Canada and the United States have seen sales climb from $300,000 (U.S.) in 1996, to more than $30 million in 2007. Plans to go public in 2008 are in the works. Greenlite Lighting products have been certified under the international Energy Star program as meeting the stringent energy conservation requirements and quality control criteria of the United States’ Environmental Protection Agency. For more information, see www.greenliteusa.com

About Korey Kay & Partners
Korey Kay & Partners is a creatively driven New York based mid-size advertising agency, known for its irreverent approach to marketing. Founded as the “agency for entrepreneurs,” Korey Kay’s claim to fame is putting companies on the map, and their products all over it. Well-known successes include Virgin Atlantic Airways, Comedy Central, and Celebrity Cruises. For more information, please visit www.koreykay.com