Today's Idea for
the Recreation/Leisure Industry
|
| Type
of Promotion: |
Grand
Opening |
| Product(s)
Used: |
Balloons |
| Method(s)
Applied: |
Direct
Mail |
| Theme: |
Grand
Opening |
Cinemark Theaters wanted to promote its grand
opening to residents in the surrounding community.
To announce the special event, the theater mailed
balloons to 3,000 people in the community in advance
of the grand opening. Each AdWrap¦ balloon, by The
Pioneer(r) Line (asi 78200), featured the Cinemark
Theater logo within a shooting stars design that was
imprinted four times, thereby "wrapping"
the message around the balloon. Included with each
balloon was a promotional flier describing the new
theater comple x. Recipients were invited to bring
the uninflated balloon in for a 50-percent discount
on a movie. As customers left the theater after the
movie, they could have their balloon helium inflated
and sealed with a Clip 'n String¦. Of the 3,000
balloons mailed, 800 recipients brought the balloon
in, representing a 26-percent response. The balloons
created interest in the new theater complex and
served as "walking billboards" when
carried out of the theater. |
|
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