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Show ChamberBureau has Great Idea for giving summer business a lift $ $125,500 Chamber Bureau Summer Advertising Budgets 1982-85 r ( C t v ' ; ( v c ' I $56,000 '; r 'I 540.000 ;J; $4,000 ;;;:V; . "TO ...S, . $37,753 ' r- '19 $9,000 m FH I 11 1 I IrSi I II 1982 1983 1984 1985 KY p WASATCH OUT-OF REGIONAL MEMBER FRONT STATE CO-OP by Nan Chalat As any merchant knows, the world of advertising and promotion is a jungle. And without a skilled guide a small business may find its budget being swallowed up by a number of dangerous predators. Well, this summer the Chamber Bureau has teamed up with the advertising and marketing firm Great Ideas to offer local businesses a guided tour through the jungle toward a profitable summer season. The package deal for Chamber members includes a 16-page June insert in Utah Holiday, regional and local newspaper ads and a promotional promo-tional partnership with KALL and KLCY radio. Participating merchants mer-chants will be able to take advantage of camera-ready formats, low contract con-tract rates and shared co-op financial support from the Chamber Bureau. All of the ads share a common theme, encouraging visitors to "Get a Lift" in Park City, which is described as "Clearly inviting. Simply satisfying." The "Get a Lift" program, which has been designed by the Chamber Bureau and Great Ideas, was officially launched at a breakfast meeting of the Chamber Bureau Tourist Marketing Committee Com-mittee last Thursday and will be presented to local merchants tonight. to-night. Although participation in the program will be limited to Chamber Bureau members, anyone who is interested in promoting his business in Park City this summer is encouraged to attend, said Terry Hogan, president of Great Ideas. "This will be the most ambitious summer advertising campaign the Chamber Bureau has ever implemented," imple-mented," Hogan said. He compared this year's proposed $125,500 summer advertising budget with $37,753 spent last year, explaining that the Chamber Bureau made a conscious effort to limit promotion of Park City last summer because of the construction on Main Street. "But this year we want to hit all of the potential markets," he said. Specifically, Hogan said, the Get a Lift advertising blitz has been aimed primarily at potential out-of-state and Wasatch Front visitors. Already, $73,000 has been spent on ads in monthly magazines in Texas and California and in Sunset magazine. The ads offer a response card to receive the Get a Lift brochure. "The 4 . munity support," he said. "We want to sell people on the experience of coming up to wander around and then spend the night." Additionally, Hogan said, the program has been designed, to help local businessmen track their advertising adver-tising dollars. By incorporating gift certificates into the standardized package deals, Hogan said merchants mer-chants will be able to see direct evidence of the ads' effectiveness. ' The Park City message will also be! broadcast on KALL and KLCY radio, said Hogan, who added that, although little formal research has been done, the demographics of KALL listerners seemed to be a close match with Park City visitors. In addition to airing coordinated advertising spots each day throughout through-out the summer, Hogan said the program would also include free promotion of special Park City events. "They are every enthusiastic about working with us," Hogan said. One suggestion for a radio promotion is the KALL Park City Payday, "a giveaway of an outrageous out-rageous weekend in Park City with winners to be announced at Autumn Aloft," he said. "We are hoping people who aren't familiar with advertising on radio won't be scared away. We'll help with the copy and the people from KALL have offered to do all the production. By being on the air seven times a day for 11 weeks, the jlumber of people we reach will be incredible," Hogan said. ' Every part of the program has been assigned a portion of the ChamberBureau's co-op advertising dollars and a variety of contracts have been designed to fit different-size different-size advertising budgets, Hogan said. To learn more about the Chamber Bureau's summer advertising program, pro-gram, you're invited to attend the information session at the Park I Meadows convention center tonight, I April 25, at 5:30 p.m. Terry Hogan, president of Great Ideas. out-of-state ads are part of a long-term building program, but we have already received reports of some bookings from the ads," Hogan said. The ChamberBureau has received re-ceived 600 responses from the ads, he added. "We are trying to start building an image of Park City summers, but we need full com- |