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A twin tower model display, the placing of ads in 75 newspapers, special events appearances by station talent and a concentrated spot announcement campaign are the newest additions to the stepped-up campaign to promote their new twin towers, better signal reception and added coverage area by KYW Philadelphia.
Westinghouse outlet set up a series of special event appearances for staff personnel with the displaying of a miniature model of KYW's transmitter site complete with new towers.
Large window display in Philadelphia's Snellenburg's department store played up towers and appearance of Ruth Welles, director of women's programs, at the store. Mrs. Welles originated one of her programs from the Devon Horse Show at Devon, Pa.; she also broadcast recently from the Germantown Week Fair.
Stuart Wayne, conductor of the KYW "Musical Clock," made a personal appearance at Lit Brothers Department store. Further personal appearances are scheduled for station talent.
To graphically display station's new installation, KYW has built a miniature scale model of the transmitter site, complete with towers and flashing lights. Four feet in width and three feet high, the model is equipped with a back-drop which describes features of new antenna system.
Coincidentally, KYW has inserted ads in 75 newspapers throughout eastern Pennsylvania, Delaware and New Jersey,
plugging station's new antenna and better resultant reception.
In their current spot campaign station is employing novel approach to spreading the story of their signal's accomplishments. One sequence of announcements has been made especially for KYW by Bob Hope in which he plugs the new twin towers and asks for twin Swan soap wrappers for the youngsters in Europe.
Another sequence of live announcements points to historical localities in the area where programs are heard more clearly. Example reads:
"KYW's new towers bring better programs to a wider area! From Orwigsburg and Hawk Mountain to Kennett Square and Long wood Gardens. From Bordertown and Clara Barton's first school, to York, once the nation's capital!"
Hard-hitting promotion campaign began several weeks ago when KYW mounted a seven -and-a-half-foot microphone atop a Willys Overland Jeepster and sent it on a 2500-mile tour of 78 Esso Service Stations.
Follow-up has included distribution to the trade and agencies of a brochure entitled: "McCall's Pattern." Significance of piece lies in similarity of name of KYW Sales Manager and Pattern Corporation.
Currently the station also has tied in with local appearance of Ringling Brothers Circus, one feature which is a dancing clown who carries a KYW card-board microphone with a sign plugging station's new towers.
JULY, 1949
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