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Today's Idea for the Travel/Tourism Industry

Type of Promotion:

Grand Opening

The goal was to book banquets, meetings and rooms at a new motel. To promote its new Quality Inn, the advertiser mailed to executives of 600 central Florida firms "An Invitation to Launch at the High Q," with a request that they participate in the "First International Invitational Aerial Exposition Competition of the World." Inside the mailing tube which housed the invitation was enclosed the parts of a balsa wood model airplane. Guests attending the grand opening were issued "wings" name badges and escorted to the motel's 21st floor, where they launched their assembled airplanes toward a target painted on the asphalt of the parking lot. Winners received gifts, and each participant was awarded a "High Q" coffee mug. More than 70 percent of the guest list attended the grand opening, and the unusual introduction to the motel was believed to be instrumental in producing a better-than-average occupancy rate, despite poor economic conditions.