Objective: To increase booth traffic, contest
participation, and cable subscriptions at a trade show.
Strategy and Execution: The campaign
was based on the fact that the two most promoted programs on the
Learning Channel network are "Archeology" and "Unseen Treasures."
The night before the trade show opened, attendees found a surprise
at their hotel room: an imprinted archeological brush with a hang
card and sweepstakes entry form stating "Turn On TLC's Hidden
Treasures on Channel 2." Inside copy promoted prizes such as a
London trip and cash donations to "your local library." Guests
needed to watch the hotel's Channel 2 for sweepstakes answers. The
brush and forms brought to the booth at the time posted on the
"Archeological Dig Schedule" could lead to "buried" treasures such
as a fanny pack, golf cap, t-shirt or tote bag.
Results: The client said
the promotion generated 100% participation at each scheduled dig,
media coverage in the trade dailies and more than 1000 entries for
the drawings, suggesting a 17% response rate.
