The 'first' instead of the 'oldest'. St. John's Riverside, in Yonkers, N.Y., markets its history.

St. John's Riverside Hospital, Yonkers, N.Y., built an integrated campaign upon its long history. Using billboards, print ads, bus shelters, radio and TV it touted its 130-plus years and its long history of firsts. Its integrated campaign proclaimed these "firsts." It specifically targeted its marketing to middle to upper-middle income residents of the surrounding area, particularly females between ages 25 and 54.