Difference is Donahue... he Delivers!
For Phil Donahue's final season on the
air, his show wanted to capture 100% of the affiliate market for at
least the beginning of the season. They embraced the idea that Donahue
delivered the audience, and needed a press kit for advertising materials
and reels for station managers across the country.
Created a pizza delivery box to house the press materials
and advertising reels, with an italian theme, complete with chocolate
pizza. It was delivered to 200 different affiliate stations across the
country on the same day, exactly at Noon, to emulate "lunch."
The press kit was successful in signing 99% of the affiliate market
for the beginning of the season, a full 10% higher than the season before.