Commemorate or Recognize

Objective: To thank the client's (a metropolitan newspaper) major advertisers and employees for support during the local baseball team's National League Championship and quest for the World Series.

Strategy and Execution:
Since advertisers increased their space purchases during the local team's winning season, and employees had to work harder with the expanded editions of the newspaper, the publishers used promotional items to say, "Thank you." One item given to employees by their immediate supervisor was a coffee mug showing headlines from the series with the imprint, "Our Team's a Winner Too." Inside the mug was a personal note from the publisher thanking each employee for the team effort.

Results: The client reported a large number of thank you replies from employees.

(c) 2008 Franklin Awards
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