Class:
Multiple Audience Promotion/Budget
Objective:
To provide a memorable holiday gift for
the station's employees and advertisers.
Strategy and Execution:
The advertiser
is the station of the Texas Rangers baseball team. Gifts tied to one
of the team's best known players, Nolan Ryan, were a hit with 700
advertisers. A commemorative paperweight with an embedded Nolan Ryan
autographed ticket from the pitcher's seventh no-hitter was created.
For the uninitiated, Ryan's signature is such a valuable commodity,
the ticket stub with his autographs had to be insured for $7,000 for
each quantity shipping. The station's 70 employees received sweaters
and letter jackets. Sweaters had "WBAP 820" written across the
chest, while jackets had the WBAP logo on the front, with patches on
the left arm reading "1974 Texas Rangers" and "1980 Dallas
Mavericks." Patches on the right arm include "ABC and "1989
TCU."
Results:
It was reported
everyone was excited over the gifts, and good will was
generated.
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