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GE WOWS A COMMUNITY WITH MUSIC
A frankly commercial public relations song, "Kentucky," pulls in letters, compliments and plenty of good-will for new GE plant in Louisville
■ ere's how General Electric used adio and a catchy song to make its »u plant at Louisville. K\.. an accepted and welcomed member of the comiiinit) .
Ihe problem: GE had ju-t opened is new multi-million dollar Appliance 'ark in Louisville and was in the posiion of being a "stranger in town."
Following GE's over-all polic\ of nakitiii new plants in new locations an _ral part of the community, the inn's executives cooperated in civic rejects and activities. However, the .ouisville operation went one step furher in its public relations effort.
I . K. Rieger. Appliance Park v. p. ml general manager, and L. II. leans, manager of employee and comlunit) relations, decided to sell the <w plant to the people of Kentucky by mch the same methods used to sell I. products to sa\ it with music.
George R. Nelson, Inc.. which produces singing commercial for GE's major appliances and other divisions, was called in to work up a song for the campaign. Nelson came up with a melodic wait/ (ailed "Kentucky.'
Soon "Kentucky" was being played on every radio station in Louisville and throughout western Kentucky. Juke boxes began carrying the song and music stoic wen stocking the recording. I!\ January "Kentucky" had become number two on the local bit parade.
Interesting sidelight to the public's acceptance is the fact thai aside from being an ode to the "blue grass -late. *'
Songsmith Georg N laon used \vjltz-time. praised Kentacky, mixed in references to
GE and came up with a "hit"
the lyrics "I the song definitely constitute .1 '"' ommen ial." < d ind • -1 pride in Kentucky are mentioned lil>ei.ilK throughout two oi the three stanzas.
I lie local Stations and the cue
rex eived main lettei i omplimenl
xal Electi ic and asking for < opies of the recording. (Some of the letters re< ei\ ed are show n ab<
'I'd. ' i I lectrii
public relations effort set t" tl quarter time is evidenced not onrj b) letters from listeners bul also bj ■ number of inquiries from other companies, including Procter v\ Gamble, v ho w mi to know how it's to take a frankK commercial
and make it ,i top hit.
From sponsor's analysis of letters sent in l'\ listeners, the key seems to
be a warm appeal to "native son pride combined with a darned good tune. ^