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AMERICAN SOCIETY OF TRAVEL AGENTS TIE-UP
Pullication |
Official
Shot on location in Florence and Rome, “Light in the Piazza” has captured the magnificent scenery of those two seats of Italian culture so graphically that Metro-Goldwyn-Mayer has effected several tie-ins with travel groups who are anxious for potential customers to see the film and the excellent manner in which it sells the beauties of Italy.
AMERICAN SOCIETY OF TRAVEL AGENTS (ASTA)
This organization has sent two special bulletins to its 7000 members throughout the U. S. and Canada, advising them of this tie-in. Theatre managers should call on all such agencies in their areas, obtaining window displays and in-store displays. Provide them with color and black and white stills and other accessories for these displays.
ITALIAN TOURIST COMMISSION
This agency fully endorses the film, and has sent letters to all its offices in this country, urging its agents to contact travel agencies with which they do business. Here, too, window and store displays will be the net result of a visit by the theatre manager. Make materials available to them for these displays.
ASSOCIATED TRAVEL AGENTS OF AMERICA
This group is another which recognizes the values of such a film as “‘Light in the Piazza”’ in the field of travel. Its members, also, have been alerted to be on the watch for local playing dates, and a call by the theatre manager will bring about tie-ins of great value.
PAN AMERICAN WORLD AIRWAYS
In cities where this airline maintains offices. arrange with them for special Italian travel displays tying in with the fact that Pan American planes are featured prominently in “Light in the Piazza.”” Make accessories available to them for such displays.
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In each of the travel tie-ins, the opportunity exists to go beyond the mere acquisition of window and store displays. Arrange for a travel agency to sponsor an essay or letter
° : writing contest on the subject “Why I Would
AN sOciETY surray Hil 2189? Like to See Florence, Rome, or Italy.” Prizes
could be tickets to performances of “Light in
the Piazza,” with a possible grand prize of a U.S. Savings Bond.
In all these tie-ups, Metro-Goldwyn-Mayer has paved your way. All that remains is for you to make the contact on the local level, and this ” will k | gigantic travel promotion can be a great boost ce and Rome, S& pone to your box office receipts.
AMERIC
17, N. ¥FIFTH AVENUE. NEW YORK
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