National Starch Food Innovation (NSFI) has taken two unique approaches to advertising its services. First, it has trademarked the term “Starchology,” deeming it the solution to many things, such as cutting costs by replacing butter and oil in bakery or savory products. Secondly, when viewers click on banner ads promoting Starchology, instead of being directed to the NSFI website, they are first taken to a landing page that describes Starchology in detail. The landing page incorporates a nice balance of information with Flash animation—creating a fun, refreshing take on landing pages. Viewers are then directed to the NSFI website where they can select their industry of choice, find ingredients, talk to experts and more. Definitely a new, interesting approach for getting customers to your site.