Class:
Dealer/Professional Promotion/Budget
Objective:
To increase attendance at a press
conference.
Strategy and Execution:
To introduce a
new "Formula S" sports watch to the media, a sailboat race was
staged in New York's Central Park. The invitation to this race -
hand delivered to 150 editors- was an acrylic paperweight containing
floating sailboats. The paperweight contained all the pertinent
information on the event as well as the theme line, "Sail Central
Park." In the second stage of the invention, each editor received by
mail a custom "Formula S" sport canvas bag containing sun glasses
and a sun protection kit - for protection during the race - as well
as a small bottle of Champaign and press information on the upcoming
race.
Results:
The watch
company's corporate communications spokesperson said, "We have had
an unbelievable response to our invitation." Of he 150 editors
invited, 90 responded "yes."
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