Government Agencies and Organizations

Liquid sunshine wins the day

The city of Eugene, Oregon has to contend with an inordinate amount of rainfall and the resulting bad reputation. In order to emphasize that although rain is not appreciated in some areas, in Eugene the "convention climate is salubrious". A postcard, featuring a "raincoat gauge"--a thermometer and humidity indicator mounted on a card picturing a duck wearing a raincoat brought humor to the situation. When rain threatened, the humidity indicator changed color. "Gauges" were mailed to 2,000 meeting planners, association managers and VIPs, along with accompanying literature reciting facts of interest to convention planners. Enclosed were postage paid cards for the convenience of those requesting additional information. One convention, attributably directly to the raincoat gauge promotion brought over $20,000 in the city. An increase of 50 convention bookings over the previous year produced an additional $1 million in local revenues.

“Use of promotional products as an incentive to respond to a mail campaign generated 4x as many responses as a letter alone.”

1992 Silver Marketing Group

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