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Peter Jones, Colgate brand supervisor
Don Douglas, Lever product manager
Bob Andersen, Canada Dry district manager
Art Cooke, General Foods district manager
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Canadian radio station dreams up tropical-vacation contest With pay-off for consumer, sponsors — and time-sales ledger
»ts (X VIcDonald's Consolidated (Safeway of 195 ;offee); Nabisco (Rose brand ;t}ackei pickles) via J. Walter Thompson; Noren Industries (Sunniest orange and 68 juice); and Reynolds Aluminum inwtiic [Reynolds Wrap), via RonaldsReynolds.
Based on an association of nones manlcompetitive products, the project allowed sponsors, Lennie explains, "to take advantage of an all-inclusive promotion and merchandising (O-prod plan that normally is offered only through high-cost, short-term campaigns."
For a total expendiiure of just S.C $2990, each advertiser received eedtiain three spots per day, Monday itki through Friday, between 9 a.m. and 6 p.m., or a total of 195 commercial minutes during the 13 weeks.
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As an added incentive, each sponsor was given in-store product displays with point-of-purchase backing, shelf displays and "Passport" entry forms, which exclusively displayed his product, for distribution to consumers.
Consumer participation, as it should be in every contest, was simple: any Safeway customer was permitted to complete an individualized "Passport" entry blank at one — or al! — of the featured displays of each participating product.
At the end of each week, 1 1 shoppers (one for each item in the promotion) were chosen to receive $20 food hampers, filled with the participating products.
Those winners — as well as nonwinners — were all eligible for the three grand prize holiday trips,
iPONSOl
October 5, 1964
awarded through a drawing at the completion of the 13-week cycle.
Lion's share of the broadcast promotion was shouldered by CKWX's Cal George show through on-site broadcasts, aired five days per week from 12 noon to 4 p.m. The program originated from the station's "Golden Palace" mobile unit, which was stationed at a different Safeway supermarket each week. Thus, the station racked up a total of 260 remote-broadcast hours during the 13-week promotion.
CKWX officers estimate that station costs for promotion (including the remotes, all merchandising material and the prizes) exceeded $10,000. But "results were worth it" and the summertime pull of Vancouver radio was unquestionably proved. ♦
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