Sponsor (Oct-Dec 1964)

' ...travel turns to tv ticipating sponsor of Jack Paar and Perry Mason. Incidentally, much of Hertz' advertising promotes the fly-drive plan, a tie-in with some 20 to 30 airlines. Such package deals are not new in advertising geared to businessmen, but they have been used to reach tourists only for the last few years. A Hertz official says: "We believe that the impact of television has been a useful factor in increasing our rent-a-car volume. With tv we're reaching a selective audience of businessmen, travelers and vacationers, but it's broader than that. Let it suffice to say that Hertz plans to continue tv advertising." Greyhound localizes its use of tv as it does with newspapers. "The Greyhound bus schedules and commercial messages are different in some 2000 towns," says John Kuneau, account executive for Greyhound at Grey. "In tv, we localize each message. Greyhound sponsors 187 different local news-weather shows around the country each TABLE VII TV EXPENDITURES BY MAJOR AIRLINES COMPARISON OF JAN.-JUN, 1963, AND JAN.-JUNE, 1964 AIRLINES American 1963 1964 NETWORK SPOT $ 125,900 1,249,100 TOTAL TV $ 125,900 1,249,100 PERCENTAGE \ CHANGE Plus 892 BOAC 1963 1964 87,500 338,000 87,500 338,000 Plus 286 Delta 1963 1964 474,000 527,800 474,000 527,800 Plus 11 Eastern 1963 1964 $228,500 228,400 1,146,500 1,954,400 1,375,000 2,242,800 Plus 63 KLM 1963 1964 30,100 30,100 Minus 100 : National 1963 1964 490,900 989,400 490,900 989,400 Plus 102 Northwest 1963 1964 72,100 60,900 72,100 60,900 Minus 16 Pan Am Grace 1963 1964 113,600 113,600 113,600 113,600 Equal Pan Am World 1963 1964 647,400 214,400 647,400 214,400 Minus 67 Trans-World 1963 1964 387,600 417,300 387,600 417,300 Plus 8 United 1963 1964 329,500 571,900 329,500 571,900 Plus 74 Western 1963 1964 All Others 122,400 141,700 122,400 141,700 Plus 16 1963 1964 25,000 89,800 125,800 164,800 125,800 Minus 24 ' TOTAL 1963 1964 303,500 288,400 4,602,900 7,332,900 4,906,400 7,621,300 Plus 55 week. The commercials consist of 40 seconds of film with 20 seconds done live by the program's personality. For example, there are 56 buses regularly to Washington. Each news-weather personality draws the route on a map. This involves a tremendous amount of work, but it has been very successful." Although Greyhound has used substantial amounts of network television, it has been using only spot tv and newspapers for the last three years. Spot expenditures have been growing: 1961, $1,444,240; 1962, $1,803,410; 1963, $1,752,000. TvB also reports that about $30 million in tax money goes into promoting travel in individual states each year. Two states, Florida and North Carolina, have been using tv, both reporting successes. A primary objective of North Carolina's Dept. of Conservation & Development is to reach potentially new visitors and tell them about the advantages of travel and vacations in the state. The department realized that traditional approaches to travel advertising have been "commonplace," and that new approaches were necessary to reach "new people in a manner that would make the state stick out like the proverbial sore thumb." A 60-second tv commercial was produced and aired as a public service by in-state tv stations in 1961. Because of its success, the agency involved, Bennett Advertising, produced three new tv commercials for out-of-state use in 1962 and 1963. One agency executive reported, right after an in-state test: "I'm confident no single promotion by the state in recent years has called more attention to our own people and the millions of visitors to our state each summer than this campaign. While we could not say tv was the sole reason, it is interesting to note that 1961 was the biggest ever for the North Carolina travel industry. During 1962, while the out-ofstate campaign was still on. the same executive commented: "We repeatedly hear such glowing reports from people in areas where the tv advertising is being run that we are confident the campaign has been hiehlv effective." With success stories like these, it is not surprising that tv is luring dollars away from newspapers. ♦ 40 SPONSOR