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fully chosen music and a new type of daily prize which have made "Vacation in Bermuda" far and away the most popular locally-produced radio program now being aired in the Norfolk area — an area served by nine radio stations.
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Lee Lively, conductor of "Vacation in Bermuda" turns over tickets to lucky contestants at beginning of trip
The campaign first was offered to N. J' Moody, general manager of Economy Stores, Inc. The offer followed nine weeks of negotiation with the Furness-Withy Line foi free cruise trips aboard the luxury liner Queen of Bermuda — the pre gram's grand prize.
Moody, quick to grasp the unique promotional values of the campaign, asked R. W. Wasdon and W. M. Carpenter of WLOW to present the complete plan to Economy's advertising board. This was done at a luncheon meeting. The entire
gram was played. rIhen, after minor changes, the contract was inked for a 13week period, with renewal options.
The entire presentation involved some six weeks and many hours of work by the WLOW staffer involved. More than a few night-time meetings were required. But it is paving off, and this fact is demonstrated time and again in the many Economy Food Stores. As an additional tie-in — and to make each grocer feel that he is an integral part cf the campaign — the grocer who has the "Vacation in Bermuda" winner every four weeks, receives a $100 wrist watch from WLOW.
The question of how to win the six-day cruise to Bermuda for two persons received considerable attention. Several schemes were offered, but WLOW feels the final solution to the problem probably is the best that could have been made.
Each grocer receives 500 entry blanks. On the blank is space for the grocer's name to be stamped, space for the entrant's name, address and telephone number. On the reverse side a section is reserved where the listener may wi ite — in 50 words or less — the reason why he or she likes to buy at
Qf Bermuda Vacation
board approved the campaign.
Next step was a meeting with the board of directors of Economy. The Board of Directors unanimously approved the idea.
At this point it was necessary to bring the entire membership of Economy Stores together so they could be informed of the plan and vote on it. Carpenter and Miss Packard, in an evening meeting with the grocers, answered a multitude of questions about the program, how it would be handled, commercial copy arrangements, prizes to be awarded, how to award the prizes, who would be eligible, and many others. An audition of the proposed pro
an Economy store. The blanks then are mailed to the station by the contestants and are kept in a huge basket.
Each morning during the program Lively and Miss Packard select one of these entry blanks at random and call the com tesvant on the telephone. If the contestant responds with "Economize with Economy" rather than the usual "hello," then that radio listener and a companion win the daily award of an "Evening Out." This is the added ingredient that stimu lates and holds the day-to-day interest cf the listeners.
(Continued on page 21)
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