Vistaprint Employs an Old-Fashioned Ad Strategy to Lift Sales

For Vistaprint, old media are something new. The company, which prints and sells customized business cards, brochures and calendars over the Internet, will spend $200 million on advertising this year to expand its online branding into television, radio and print.

To make the transition from Internet advertiser to a traditional media buyer, Vistaprint is expected to say today that it has hired Don LeBlanc, a former Staples Inc. marketing executive who helped create the ubiquitous “That was easy!’’ campaign.

As its new chief marketing officer, LeBlanc, 42, will be charged with engineering the same sort of memorable identity for Vistaprint