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Greyhound localizes tv message, as vi/ith newspaper ads, says approach is very successful.
. . travel turns to tv
copy chief for DDB, says the agency's "most successful commercials are usually those that are most creative." And he includes the commercial on Jamaica in this category.
Earl Rowen, account executive for American Export Lines at Cunningham & Walsh, says it's difficult to measure specific results for his client because the company is not set up to do so. But he indicated that the Beachcomber Cruise, with
which the commercial deals, has been "most successful."
Strangely enough, a Canadian finance company, Laurentide, is credited with originating one of the first successful travel campaigns that appeared solely on tv. In the summer of 1961, its San Francisco agency conceived the idea of a travel promotion in tv and ran a six-month test in several California and Oregon markets. Within that period 700 passengers were booked for a Ha
waiian tour at Laurcntide's office. Ninety-five percent of the passengers hadn't ever been in touch with a finance company before.
Laurcntide's agency credited tv with the entire results. One-minute commercials were used an average of six times a week. Commercial positioning was "as prime time as possible," adjacent to such shows as Hawaiian Eye, Adventures in Paradise and other travel-drama programs.
Pan American Airways and Pan American-Grace Airways are also long-time users of tv. By scheduling live commercials within tv news and weather shows in a half-dozen
TABLE III
TV SET OWNERSHIP AND LEISURE ACTIVITY OF AIR TRAVELERS
American Airlines commissioned a research firm to survey 5553 households, 4694 in a systematic national cross section of the American public and the remaining 869 from lists of regular air travelers.
RESULTS:
1. A higher percentage of "heavy air travelers" (five or more flights a yeaiO bought new tv sets "within the past year" than any other group reported in the tabulations.
New tv sets purchased within last 12 months
Heavy air travelers Occasional air travelers Light air travelers Former air travelers Not flown but travel
14%
10
11
12
11
2. Air travelers rate tv
Leisure activity
their
number-one leisure
% of air
travelers
actively
participating
78
66 65
activity.*
Leisure activity
Sports:
attend games participate
Movies
%
tra
ac
parti(
of air velers rively ipating
Tv viewing
Reading: books magazines
48 47
39
Listening radio records
les.
50
54
1963 . . . American
A
Theater
rlines, July, 1963
37
* Sources: NBC Spot Sa
38
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