Sponsor (Jan-June 1956)

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■1 ™ «■ "THE HEART OF A HOME IS IN THE HOME WITH A HEART" Slogan formed backbone of Del Webb saturation campaign. Tom Breen, sales manager, readies new development project. Breen stands in front of *V Camelback Village Would you let pur radio announcer go (his far ? Del Webb builders allowed a no-script approach and got startling results in a period when sales should have taken a slump 34 M ou're driving along Camelback Road in Arizona's famous Valley of the Sun, not far from Phoenix. Straight ahead, there's picturesque Camelback Mountain, one of the landmarks of the Old West, splashed with the Technicolor of an Arizona sunset. But, if your car radio's on and you're tuned to Phoenix's KRIZ, your attention will probably be directed to something new over on your left — Camelback Village, a real estate development built by Del Webb. Webb is no ordinary builder; coowner of the New York Yankees, he runs one of the world's biggest construction companies. Among his latest jobs: the Beverly Hilton Hotel and the Union Oil Building in Los Angeles. And Camelback Village is no ordinary home development. It's been gathering national attention as a testing ground for the newest in General Electric household appliances and for one of the most off-beat selling approaches in spot radio. According to Tom Breen. sales manager for Del Webb Homes. "We're spending about one-third of the percentage of sales that most builders SPONSOR