November 9, 1997
To Build a Buzz, Magazines Are Becoming Glitzy Marketers Becoming A Brand As magazines seek new ways to go beyond their pages and to bring readers and advertisers together, they are conducting award ceremonies and surveys, holding luncheons and parties and sponsoring charity events and concert tours. Some examples of magazine awards. Conde Nast Produced "Ladies of Note," a five-city tour featuring Judy Collins and Roberta Flack, sponsored by Buick Riviera; included a special ad section that ran in four Conde Nast magazines featuring the singers with the 1997 Riviera. Readers were urged to visit their local Buick showroom to test-drive the Riviera and receive a Ladies of Note CD: a percentage of the proceeds from concert ticket sales were donated to breast cancer research.
April 5, 1997
The "Ladies of Note" tour, sponsored by Buick Riviera and Conde Nast and starring Roberta Flack and Judy Collins, was a success for the sponsors, reports Jim Erlick, President of J.M. Erlick, which put the deal together (phone: 212-418-7372). The five-city tour, which ended March 28, targeted female consumers, and benefits the Nina Hyde Foundation, a breast-cancer research and information organization. Buick had cars out front at concert halls, mention on tickets and in ads, and ran a four-page advertorial in Bon Appetit, Gourmet, Conde'Nast Traveler and House & Garden that included a blow-in card for a free music CD with test drive. A&P/Food Emporium in the New York City area is helping promote the new Broadway musical "Jekyll & Hyde," with a range of promotions, report...
January 20, 1997
By Steve Gelsi Starting in February, GM's Buick unit will be the presenting sponsor of a five concert series starring Roberta Flack and Judy Collins, continuing its efforts to make its Riviera coupe click with female buyers. The "Riviera by Buick presents: Ladies of Note" concert will be promoted in a four-page insert in Conde Nast's Gourmet andBon Appetit Magazines breaking next month. The ad features the two singers posing next to Rivieras and ties the company and the concert in with fundraising for Concept Cure's... It's part of an overall effort at General Motors to play up relationship marketing programs to connect cars to buyer targets on a grass roots level. In this case, the Riviera will be visible to the 50,000 to 100,000 concertgoers and readers of the magazines, while...
October 21, 1996
Events and Promotions Jim Erlick spent 14 years with General Foods Corp., Seagram Wine Co., then American Express Co., before going solo in 1993. He connects entertainment properties like Broadway's "Sunset Boulevard" with sponsors including Trans World Airlines and MasterCard. Age: 41 Title: President, J.M. Erlick Inc. New York Tip: Success lies in executions and details. Overlooked Opportunity: Tie-ins to theater, live drama. Hot: Promotions taking consumers behind the scenes. Avoid: Linking with cutting-edge artists, unproven properties. Peeve: Agents who overpromise and don't deliver.
NY Times: Andrew Lloyd Webber is Breaking New Ground Beyond Broadway and London’s West End The Media Business – Advertising
September 5, 1996
By Jane L. Levere Sir Andrew Lloyd Weber, who has taken the Broadway musical to new heights of popularity, is breaking ground in the advertising business as well. The United States subsidiary of the composer's entertainment empire, the Really Useful Group, based in London, has signed up Trans World Airlines and Mastercard International to sponsor the United States tour of its musical "Sunset Boulevard". T.W.A. is also sponsoring the New York production of the show. In addition, the group, which posted a profit of $48 million on revenue of $144 million in the 1995 fiscal year, is seriously considering seeking global sponsors for its far-flung enterprises, which stretch from Europe to Australia and range from production and theater ownership to merchandising and a board game...
January 8, 1996
Everyone from Burger King to the Salvation Army is giving away prepaid long-distance phone cards as a business incentive. So does that mean you should, too - or is the "telecard" just the latest promotional fad? "It's a fad," says Don Peppers, author of Life's a Pitch, Then You Buy, "but it's also the wave of the future as an information-based premium." Unlike letter openers, crystal bowls, and other generic premiums, telecards require customization and planning to be effective. Below, two very different organizations explain how they have used calling cards to build sales. Uncle Dave's Kitchen, a $3-million pasta-sauce and condiment manufacturer in South Londonderry, VT, has used prepaid phone cards as a retail promotion. Though his products were already in supermarkets and retail...