Increase Consumer Sales

Strategy and Execution: A major metropolitan city's daily newspaper committed to publishing four editions of the newspaper each day during the 17-day run of the Olympics during the year the city hosted the event. The challenge was to make the 500 sellers (hawkers) more visible to the public and the visitors to the games.

A variety of products presented to the hawkers to make them readily identifiable and make their jobs easier included: safari hats for shade, t-shirts with the newspapers' logos on them, imprinted aprons for the collection of money, buttons to identify prices, and fanny packs for personal needs (sunscreen, towelettes, rain ponchos, water bottles).

Results: Sales increased by more than 12 percent over the projected figures.

(c) 2008 Franklin Awards
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