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Bro\vn-Fi)rman Distillers Corporation marked two business communications "firsts" on October 30, when they cMniaxec! their Centennial year with the first "live" color tele\isecl jirogram of holiday marketing ever produced in the liquor industry. The one hour program was telecast ti> 16 cities over General Electric's new "Command Performance" television network.
In so doing. Brown-Forman also became the first American company to use this business communication tool, first used by the Democratic National Committee in September.
The Command Performance Network features the GE large-screen video projection system which produces high quality images in full color on a full dimensional screen 20 feet square. High fidelity sound equipment is employed in specially equipped ht)tel meeting rooms in each city on the network.
The one-hour Brown-Forman show was in the form of a "Holiday News Report" featuring correspondents from the company and its import firm. The Jos. Garneau Co. A cast of fourteen for the show included singers and dancers for an original music score.
The program — telecast from Monogram Hall of General Electrics Appliance Park in Louisville — was seen by a total audience of 4,000 in Louisville, Atlanta, Boston, Chicago, Dallas, Denver. Detroit, Houston, Los Angeles, Memphis, Miami, New York City. Minneapolis, San Francisco, St. Louis and Washington, D.C.
The use of two-way audio for the Command Performance network provided communications between audiences in 15 cities and Brown-Forman and Garneau executives in Louisville. Regional sales managers served as hosts and local commentators for each of the meetings attended by more than 300 distributors and their salesmen and the field sales forces of both companies.
The telecast featured a giant Christmas Carousel which revolved, revealing holiday packaging, advertising and merchandising point-of-sale.
Produced over the previous three months by BrownForman's Sales Meetings Department, the television show was created under the supervision of John A. McGee. Original musical score was by Ron Bedenbaugh, Louisville, and technical production by Allen & Martin, Inc.. Louisville.
Singers welcomed the more than 4000 viewers to the "hve" color telecast for Brown-Forman.
in 16 cities
Command PerformanceNew Tool for Business Communications
Telling its Christmas marketing story to 4000 salesmen and distributors in 16 cities, Brown-Forman Distillers became the first company to make use of GE's versatile new national communications network.
Two way audio was used during the program to discuss Centennial sales goals with distributors in the 16 cities on the network.
Christmas Carousel introduced Brown-Forman gift packaging to the nationwide audience on the "Command Performance" network (right).
DECEMBER, 1970
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