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GREAT BRITAIN'S GREAT CAMPAIGN ON MICKEY MOUSE'S BIRTHDAY
Three cheers for Maurice Silverstone's up-and-at—'em organization in Great Britain, and a hearty salute to Robb Lawson, ace of United Artists publicists, for the grand and glorious campaign on Mickey Mouse's birthday in that territory.
Thanks to Robb's energetic efforts, October 1, from now on, will have a special significance for millions of Englishmen, And although British school children may never be compelled to memorize that historic date, it
is safe to assume they will never forget that it is the birthday of Mickey Mouse not after the volume of publicity that blanketed the United Kingdom from one end of the tight little isle to the other,
We cannot emphasize too strongly that a world of credit
is due Robb Lawson, for, in common with our other foreign. offices, he was advised of the event so late that he had precious little time to publicize the birthday in advance. —
But he did it! And howt A raft of newspaper clippings testifies to the generous space accorded the announcement of Mickey's birthday in Great Britain. Moreover, several editors used Mickey's birthday as the basis of | humorous cartoons, tying in the local political situation very neatly.
And here are some of the other stunts Robb arranged.
Although radio broadcasting is controlled by the government and advertising is strictly barred, he succeeded in having the National Broadcasting Orchestra play and sing
the Mickey Mouse song on October 1, preceded by an announce~
ment that the song was cotmased ##n honor of the fourth birthdey of the famous film star, Mickey Mouse." An estimated audience of ten million listened in,
Through an arrangement with the British publishers of the song, Chappell & Co., scores of dance hall orchestras played it again and again. In London, the biggest dance hall, the Locarno, featured its orchestra in Mickey Mouse costumes and boomed a special Mickey Mouse Dance Contest, with prizes for the best imitations of Mickey and Minnie dancing.
Window displays of various Mickey Mouse merchandise were arranged in approximately 2,500 stores throughout the _ United Kingdom. Special birthday window streamers carried ~ tieup copy. oe
All in ell, it was a magnificent campaign, carefully planned, speedily set in motion, and efficiently carried through.